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First Look: Stefano Tonchi's September 2010 W

First Look: Stefano Tonchi's September 2010 W

>> Stefano Tonchi's W revamp involves a new italic logo; a new tagline — "it’s not just women’s fashion, but the world of style and, more exactly, our five Ws: the who, the what, the where, the when and the why in the world of style"; and a new direction — "It’s more about fashion in the context of contemporary culture."

The September 2010 issue, which gives a first look at Tonchi's front to back W makeover, features up-and-coming actresses Kat Dennings (Nick and Norah's Infinite Playlist, Kenneth Branagh's upcoming Thor), Jessica Chastain (Terrence Malick's upcoming The Tree of Life), Yaya DaCosta (The Kids Are All Right, Tron: Legacy), Greta Gerwig (Greenberg), Mary Elizabeth Winstead (Scott Pilgrim vs. the World), Jennifer Lawrence (Winter's Bone, the upcoming X-Men: First Class), Emma Roberts, and Zoe Kravitz in three triple-page foldout covers, which according to Tonchi the magazine has never done before, photographed by Inez van Lamsweerde and Vinoodh Matadin. The main cover headline reads "Great Expectations" because Tonchi "wanted to have some self-irony, because there are so many expectations about what this W will be," and Lynn Hirschberg's name is listed on the cover because Tonchi "want[s] to put writers’ names on the cover. The content — the writers — are going to have a strong place in the magazine."

What's inside? »

As for the fashion contents, Tonchi says: "It’s the September issue, which is the big fashion issue, so we have a lot of fashion and we will keep having a lot of fashion in the magazine, but with many, many stories around the fashion portfolios. Last year, when I looked at the last September issue — and it’s more or less the same issue in terms of pages, we are about 60 pages more this year — there are really 106 pages of fashion pictures. This year, we still have probably more than 60 pages of fashion, but we also have more than 40 pages of stories that are fashionable, but not just pictures of clothes."

Tonchi plans to keep the usual cadre of W photographers and add a few new faces — the September issue has two Mert Alas and Marcus Piggott portfolios, a Craig McDean portfolio, and a story by Tim Walker, who has never before contributed to W. Terry Richardson was brought back to contribute for the first time in a long time for the August issue. "Paolo Roversi had a fantastic story in the August issue and wants to work for the magazine, so he will again," Tonchi says. "Steven Klein — we have not had a project for him right now, but we may have a good project for him. Juergen Teller — we’re going to work with him again in November, I think . . . In October, we have another Tim Walker story. We are doing something with Platon. Inez and Vinoodh shot this cover and they are going to shoot the next cover. They had a relationship with the old W, but I look forward to working more with them."

It sounds like this isn't the end of the makeover — Tonchi says: "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."

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