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A mock-up cover of Deluxe.
SEVENTEEN GOES DELUXE: The failure of Seventeen's reality series to earn a second season on MTV hasn't diminished the title's appetite for brand extensions. This fall, Hearst will publish the first installment of Deluxe, a Seventeen supplement about "West Coast luxury fashion," according to editor in chief Atoosa Rubenstein. The 24-page outsert will be polybagged with the September issue and will go out to subscribers who live in households with an income of at least $75,000. (Another 50,000 copies will be distributed at retail.)
Deluxe's editor will be stylist-to-the-stars Rachel Zoe, whom Rubenstein calls "an old friend of mine." "Her vision has been mostly living art," she added, in a rather grand reference to Zoe's celebrity clientele. "I thought it would be fun to put that on paper and do a project around it." Naturally, one of Zoe's clients, Nicole Richie, will be on the cover, shot by the singly named photographer Tesh. The fashions highlighted will be "very Robertson Boulevard, very insider-y," promised Rubenstein.
The idea of a magazine produced only for Seventeen's wealthiest readers is somewhat at odds with the big-tent approach Rubenstein has pursued since taking over the magazine in 2003. She acknowledged that, saying, "That's why we're not calling it Seventeen," but added, "We are constantly, through our various brand extensions, talking to various portions of our readership. I always liken Seventeen to Central Park: It's the place to be for young people, but within it there are various niches." Like, young people whose parents buy them a new Lexus when they turn 16.
(Speaking of brand extensions, Sabrina Weill, a former editor in chief of Seventeen who returned to the magazine last year as special projects editor, overseeing extensions, is leaving again. Her duties will be assumed by Elizabeth Dye, formerly a publicist for Seventeen and Cosmopolitan.)
Deluxe isn't the first magazine concept Rubenstein has worked up as a potential Seventeen spin-off. Last fall, she let slip plans for a new lifestyle title called Orchid, which would have a more sophisticated and offbeat sensibility than Seventeen. (Rubenstein has described herself during her high school years as "an orchid among carnations.") She said Wednesday that swapping out Orchid for Deluxe was a simple business decision: "Orchid didn't necessarily make sense for the opportunities that were out there." Rubenstein declined to comment further on the matter, but sources who know her speculated about a possible connection between the shelving of Orchid and the negotiations over her contract, which is up for renewal this summer. Might she be keeping the concept in reserve as a hedge against future unemployment?
— Jeff Bercovici