Stefano Tonchi Finally Dishes on the New ‘W’

August 10, 2010 • Fashion


The highly anticipated September issue of W magazine is almost here, and rumors have been swirling for months on how brand new editor in chief, Stefano Tonchi, decided to revamp the mag. WWD released a photo of the issue's cover (above) featuring Kat Dennings and Jessica Chastain, but apparently its just one of three. Tonchi explained the September issue also marks the first time the publication has
released three covers, each shot by Inez and Vinoodh and
feature eight up-and-coming actresses. And the main headline, “Great
Expectations,” is Tonchi’s cheeky wink to fashion media frenzy over the
magazine’s recent reshuffling. “I wanted to have some self-irony, because
there are so many expectations about what this W will be, so
it refers to these eight great new girls, but also to the pressure that
we feel to satisfy the expectations that people have for the magazine.”

So what can we expect in terms of content? Travel essays and art appraisals have been thrown into the luxe fashion spreads, but Tonchi assures readers that the magazine will
still feel resonate with its signature high fashion vibe. “There is a certain kind of narrative,” he
explained. “And we tried to create that. It is missing from magazines
so often. So many times magazines look like a collage of things just
sent to them.”The new format of features will reportedly include actresses describing their first on-camera sex scenes; an
article on Kazuyo Sejima, (the architect who is the director of the
Venice Architecture Biennale), and plenty of photos of topless models sporting fine jewelry. Tonchi did say the publication's resident photographers are still on board, therefore the quality of the photography will be consistent with how it was before.

When asked when the total makeover of the mag is expected to be complete, Tonchi said, "Probably in six or eight months the readers and the audience will have
a more clear idea of the magazine and where it’s going. We also have to
see how people react to it, how the media community reacts, hearing
from the readers, how the newsstand does, how the advertising community
judges the magazine and how even Condé Nast, as a company, reacts to
the magazine. So far, what they saw, they were incredibly happy with it." We can't wait!!

Article Source: WWD, NY Mag

Photo Source: WWD

-Alia Rajput

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