2011 February 17
Photo Via Patrick McMullan View Gallery
Linda Wells is celebrating 20 years of Allure in 2011, so we caught up with the founder and EIC at Herve Leger by Max Azria to talk about the past, present and future of the mag.
Tell me about your 20th anniversary dinner hosted by your March covergirl Victoria Beckham.
It was at Minetta Tavern and was hosted by Victoria. She's a self-made beauty, designer and wife, mother. Victoria can sing, dance and walk in high heels. And David Beckham's not so bad, either!
What are some of the best moments of the past 20 years?
We did a story on models who did heroin and the whole heroin problem; we also uncovered the danger of the Brazilian blowout.
Do you want to stay there for another 20 years?
Nooooo. Where's the anti-aging lotion when you need it?
Where do you think the magazine will be in 20 years?
I think it will be a capsule. You'll ingest it, and it will do everything for you. Very Jetsons!
What else are you doing to celebrate the anniversary?
We have the 20th anniversary in March. We have a lot going on. It's going to be a very busy year. We're also re-launching our website, Allure.com, and launching our iPad app in May.
What are you most proud of? The longevity?
I couldn't ever be proud of longevity. That's like being proud of surviving. I don't know whether that's such a thing to be "proud" of. I'm happy with the fact that we figured out a way to cover beauty that's helpful and not puffy. We help women wade through this complicated subject that's full of hype and promotion.
Is there anybody you'd still love to have on the cover?
We've never had Madonna, but I don't feel a huge need to. There was a time in the life of Allure that I thought it would have been great, but I don't feel any desire to now. It would be great to have Oprah on the cover, but that would be a little strange because she has her own magazine.
What was your best-selling cover?
I think it was the Olsen twins. We were the first magazine to put the Olsens on the cover together at that moment where they were first breaking into fashion. Angelina Jolie was an amazing seller.
What time do you go to the office every day?
It varies—either 8:30 or 9.
What time do you leave?
It's highly variable. Sometimes I leave at 6, and sometimes I leave at 9. I have kids, so it's always a nice thing to see them. They're 15 and 13.
What do they think of Mom's job?
They've never known anything different, because I had them both while I was there. They don't understand all the creams and lotions, but every once in awhile, they want a new Axe body-wash or they'll get excited about a new shampoo.
That's a cool Mommy perk.
All the Axe you'd ever want! I could have got it at Duane Reade, though.
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