The current issue, the third under the Fashion Inc name, will be the last.
On relaunching the magazine, IPC said the Loaded name had proved a hindrance in targeting upmarket fashion advertisers, and that the rebrand would position it as a competitor to GQ Style and Arena Homme+.
Despite attracting Versace, Sand, Richard James and Louis Vuitton for the debut issue, ad revenues did not build strongly enough to support the title in the long-term.
IPC Ignite managing director Eric Fuller said the niche audience, coupled with the tightening of budgets among key advertisers, had proved a hard sell at a difficult time for the men's lifestyle market.
"We could not bring in enough incremental fashion business to make it work," he said. "We weren't able to have a successful long-term brand relationship with top-end advertisers, and I doubt we'll retain their business, but there was quite an overlap with the fashion advertising in Loaded, which continues to feature high-street brands such as Top Man, Diesel and Levi's."
He said there were no plans to increase Loaded's fashion to make up for the loss of the ad revenues.
Mainstream publishers have found it tough to sustain a standalone fashion title. Emap closed FHM Collections in April last year, two years after Dennis suspended Maxim Fashion.
The closure leaves GQ Style and Arena Homme+ as the only men's lifestyle magazine spin-offs.
Commercial staff are largely unaffected as they sold across the Ignite portfolio, but IPC is now in consultation with six permanent and seven freelance editorial staff across Fashion Inc and Loaded.
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