Daily Front Row

2010 August 9

Things to Discuss! Tonchi's September W Cover

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Stefano Tonchi
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(NEW YORK) In a debut directed more to advertisers than to readers, Stefano Tonchi's much-anticipated W cover comes off stylish, Vogue Italia-ish, and a bit...well, grey. Riffing on Vanity Fair's well-established Young Hollywood franchise, but swapping the almost-starlets for almost entirely unknown up-and-comers, the new W boasts an extremely refined W logotype, which, as Tonchi writes in his September ed letter, is "just the beginning of a new chapter in the long-running, stylish story of W." One thing intriguingly missing on this cover is fashion, which was always front and center at this magazine, historically known as the glossy sister to century-old trade paper Women’s Wear Daily. Tonchi’s new chapter, headlined by a somewhat nervous "Great Expectations," attempts to acknowledge the challenges ahead, and perhaps, inside its pages, meet them most brilliantly. Watch for a review on what’s inside after the mag’s launch tomorrow.