2010 April 12

Movement at Modelinia

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Desiree Gruber Desiree Gruber
JOE SCHILDHORN/PatrickMcMullan.com
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(NEW YORK) The mastheads at print glossies including W, Elle, and Redbook promise to look revolutionized in upcoming months, and it appears that things are changing online as well. In today's news? Significant departures at Desiree Gruber's Modelinia. Editorial director Nadia Hosni and photo editor Fabiana Santana have both left the company, which was launched in 2009.

Gruber, who produces Project Runway and founded Full Picture, developed an editorial program for Modelinia that treated models as obsession-worthy celebrities in their own right. In light of these high-profile layoffs, fashion insiders have been buzzing that the company is in serious turmoil. “Modelinia is not shuttering operations,” confirmed a press agent for the company. “Modelinia is planning on expanding across a number of platforms, including gaming, increased advertising and social media, and we currently have an average growth rate of over 500 new Twitter followers per day." The spokesperson explained the restructuring as a way to cut down on full-time staff and will hire freelancers during New York's Fashion Week. Modelinia's current New York editorial staff consists of blogger Bianca Posterli, editorial assistant Elizabeth Westlake, video producer Talia Mirabelli and video editor Dustin Parsons.
EMILY POPP



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