Something about Stefano Tonchi taking over as Editor-in-Chief of W in July – he used to be Editor of the very prestigious T: The New York Times Style Magazine – is working. He brought Terry Richardson back after a 14-year W ban, for starters!
The September issue debuts a new W logo and full front-to-back redesign, as well as a triple gatefold cover shot by Inez van Lamsweerde and Vinoodh Matadin, which features eight up-and-coming actresses: Kat Dennings, Jessica Chastain, Yaya DaCosta, Greta Gerwig, Mary Elizabeth Winstead, Jennifer Lawrence, Emma Roberts and Zoë Kravitz.
It’s no secret that the Condé Nast fashion title has been suffering on the stands. Does Tonchi have the golden touch?

Here are some highlights of Tonchi’s interview with WWD, in today’s issue:
WWD: Do you feel like the magazine is more general interest?
S.T.: It’s more about fashion in the context of contemporary culture, and that’s really the definition that I like to use. At the end, everything we look at is in the key of style, and that’s why I defined the content of the magazine as the who, the what, the where, the when, the why in the world of style.
WWD: What other specific changes have you made?
S.T.: Starting from the new logo and typefaces throughout the magazine, and we also really completely changed the structure of the front of the book, which is now organized in departments. The departments are the five Ws, and they are all very rich in information from different areas — the world of entertainment, music, youth culture and contemporary art and design and architecture — all things that are part of what is fashionable today. The ‘whos’ are the people that you want to know about this month. We have a story on [Kazuyo] Sejima, the architect who is the director of the Venice Architecture Biennale, which opens on the 26th of August. In the section “when,” we have all the best things to do in September. It’s five pages, and you go from a show in Minneapolis, a release of a new record by Ryuichi Sakamoto to a fair about food, an exhibition of the designer Marc Newson or another exhibition of John Pawson to a book about Island Records to an exhibition about Yul Brynner.
WWD: When the old guard left W, some people wondered if the magazine’s biggest photographers, such as Bruce Weber or Paolo Roversi, would leave, too.
S.T.: Paolo Roversi had a fantastic story in the August issue and wants to work for the magazine, so he will again. 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. But in this issue, we have some of the photographers who have been identified with W recently, and at the same time we brought in some new people like Tim Walker.
WWD: When will the makeover be complete?
S.T.: 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.
Read the complete interview here.
Tags: Condé Nast, Emma Roberts, Greta Gerwig, Jennifer Lawrence, Jessica Chastain, Kat Dennings, Mary Elizabeth Winstead, Stefano Tonchi, T: The New York Times Style Magazine, terry richardson, W Magazine, WWD, Yaya DaCosta, Zoë Kravitz
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