W Takes A New Direction (NYT / Media Decoder)

W, a magazine best known for ethereal photo spreads with dazed-looking models sporting Versace, Chanel, Prada and Ferragamo, is assuming a new look and editorial tone. It is becoming a place that its new editor, Stefano Tonchi, hopes readers will go to not only for high-end fashion but for profiles on cultural figures, travel essays and appraisals of art. The September W contains all of the above, and a healthy dose of pictorial spreads.


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