W February 2011 : Rooney Mara by Jean-Baptiste Mondino

[Empress Merel]

^^ Yeah, me too. She looks like a druggie. I don't like it, at all.

 

[xPedro]

they're really trying too hard!

 

[Luxx]

I find this models vs. celebrities thing very boring. I honestly do not care at this point if W never features another model on the cover again, I only am concerned with whether or not they created captivating images and unique content. For me that is what makes a magazine interesting - this cover, along with the Ryan & Michelle cover from earlier in the year, represent a very positive and beautiful direction. Not the same as what were used to, but certainly beautiful and eye-catching. Compared to all the other covers this month, I think this is something different - even if you hate it there is something edgy and cool about it.

Also I have to say that the coverage they've been doing of films has been VERY good. That portfolio from the set of The American was an inspired throwback to pre-paparazzi days of on set photographers like Eve Arnold. The new W does have its strengths.

 

[judelove]

^agree, just hope this ed is as good as that pic up there cuz it's wonderful

 

[Breathless]

Heroin chic revival...really Tonchi? I know she is in character but enough is enough! He really needs to step down as EIC of this magazine, seriously!

 

[Wolkfolk]

I love this.
Actually I'm really starting to love the new W. They're not affraid to deliver daring, and absolutey random cover like this one. But their contents are alway interesting, and their covers definitely stands out.

 

[BerlinRocks]

^^ heroin chic is not punk-neo-gothic-mad-max ... ahahah
heroin chic is kate moss or jamie king both by sorrenti in the 90s ...

i like the cover ... since it's very efficient ...

 

[thiago:)]

honestly, I had to google her... I think it's great and quite unusual to see mondino shooting a W cover! the shot is okay but the layout cover is terrible, again.

 

[Breathless]

^^ heroin chic is not punk-neo-gothic-mad-max ... ahahah
heroin chic is kate moss or jamie king both by sorrenti in the 90s ...

i like the cover ... since it's very efficient ...

I'm referring to the first pic from the editorial. Dark circles, pale skin, cigs, boney body, etc. all fit into the aesthetics of heroin chic. The cover is already horrendous all on it's own. God help that magazine and the people who renewed their subscriptions for it.

 

[Miss Dalloway]

Maybe im the only one, but i actually like that they are putting up and coming actors on their covers, instead of the the well known overrated, overused, and overhyped ones, every other magazine is using. On that front kudos to Tonchi, however execution has not always been done well.

 

[versustito]

I dont like the cover!

 

[Ochi Chernye]

I don't mind them using lesser-known celebrities, but did they really have to give Rooney a cover so early? This movie doesn't get released until December, and I think W should at least wait to see Rooney's actual performance in the film before giving her so much attention. I would have preferred to see somebody like Helena Bonham Carter on the cover, who's actually nominated for a Golden Globe award and is way more deserving of it.

 

[KoV]

I like it.

 

[BonesAndOil]

The cover literally took my breath away... But not necessarily in a good way. It was just not what i was expecting when i opened this thread.

 

[AutomneRoi20]

It reminds me of the covers that US Premiere (the movie mag) were doing when they were inspired, and if W is becoming a movie magazine with fashion edits on the inside to keep the ads, then it’s not a bad cover (certainly Tonchi’s best), a little bit bitchy, and a little bit conceited, but still interesting. If only they were assuming the job by getting really good movie reviewers, it could turn into something i would buy from time to time.
But for now they have a serious lack of idendity, i understand their line is « who, what, where, when, in the world of style » (what does that mean anyway ?), but it’s a big mess : to jump from a naked reality-TV celebrity, to a well known (bland) actress with her adopted child, to the coverage of the future film of a talented director…It’s like W’s team want to be ahead of the trend, but since you don’t actually understand what trend, the magazine ends up remaining a third or fourth choice.

 

[Marc10]

HQs:



justjared

 

[ckgirlbr]

I knew I had already seen her... She looks pretty different from the girl I saw on The Social Network.

Anyways I'm reposting the cover because what I see in the first post is only the shot without the text.


:wmagazine.com:

 

[tarsha]

Oh, yes I've copied link from the site, it was cover image and now they've changed it, please mods edit first post

 

[iriswills]

I could care less if models never grace the cover of W again, but I still expect W (and any fashion magazine that is embracing the celebrity format) to maintain the general feeling of the magazine's history. "W but new" vs. "W is now another one of those magazines". W can be "W" as we've seen with the Ryan and Michelle issue, but this Rooney cover is cutting it close.

However, as disappointing as the cover is, I have to admit that W is giving us tasteful and fun pop culture covers (vs. Vogue's pathetic attempts with Britney Spears and The Spice Girls). Seeing as how every second person on the train is reading the books, it must be nice for W to be one of the first major magazines to cover the hype.

 

[clo]

It's nice to see Rooney Mara in character. It is a way of creating suspense about the movie but I think I would have preferred to see her looking somewhat different.