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I think they're trying to build a buzz around it to eventually launch as a stand alone magazine, which is what I initially thought it was from things I'd read in various places, but I'm unsure how this is going to vary from what they currently do, I think Francesca Burns is a great stylist so I don't doubt what she's produced for this, I just doubt Lucinda's contributions since her style is very eclectic and I often find her stories too try hard, when this is aimed at a younger market I just worry her taste would override who the reader is, but we'll see, I think Kate Phelan would have been great on this when she was on the team.