tonchi continues to do a great job in re-vitalizing w magazine. the entire allure of w magazine has circled around this niche publication that got into the hands of the "right" people who actually bought things. it wasn't some completely insider magazine that only fashion junkies bought. it wasn't some mass market magazine looking to appeal to "every woman." it had edge and mass appeal. but anyone defending the old w magazine simply needs to recall that jennifer aninston just appeared on a cover not too long ago and dakota fanning not too long before that. this magazine needed a defibrillator because the economy has shifted the interests of the elite away from a magazine that really hasn't changed formats since the heyday of the early noughties.
the editorials in this issue had a firm sense of irony with the most traditional looks featured in brooklyn and the most hipster-inspired hailing from london. it took a fresh view at the fashion news -- which w has always does well -- but actually gave w magazine RELEVANCE outside of the fashion world. you might not like any of the girls on the cover, but it's making a statement about who SHOULD be appearing on covers. it's not julia roberts. it's not jennifer aninston. seriously, it's the new generation appearing in films you MIGHT not have heard of who will break fashion rules, follow their own career paths, and have biographies as different and interesting as they do looks. why is zoe kravitz just now appearing on a cover? she is EXACTLY what w is about. she is w girl. and has anyone SEEN yaya in "the kids are all right"? every scene with her in it could've been cut into a beautiful earthy editorial of its own.
i hope he keeps this up because this is change we can believe in.