“I Mean…What?!?” – Abe Gurko

Everyone and anyone in the fashion/media industries has been monitoring the major changes that recently took place at W Magazine. With Stefano Tonchi at the helm, having left his post at The New York Times Magazine, all eyes are on each issue of W. The recent covers shot by Inez van Lamsverde & Vinoodh Matadin have been dynamic and the fashion editorial pages look great. Much of the filler content seems old…but that is due to the internet delivering content at the speed of light. When I read that Kim Kardashian will be nude on the cover of the November Art Issue, I question the choice. Yes, I know how famous she is, and pretty. And yes, I know that reality television stars are replacing talented Hollywood actors, sad but true. But the Art Issue? Really? Is that the statement you want to make in all its irreverence? Frankly, it is not doing any favors to art and it clearly make the obvious choice to put celebrity uber alles. There’s something to be said about high-low in fashion dressing, but to try and bridge the great divide between reality starts and true industry insiders is not much of an accomplishment. If any publication would have been the one to help the supermodel cause and bring back the days when supermodels ruled, it would have been W. So, for now, all hope is gone for the next generation of Christy Turlingtons, Cindy Crawfords and Naomi Campbells. The Chanel Imans and Lara Stones are as good as it will get…which is nowhere near the dynamic, glamorous force of the supermodels of the 80’s.

For W to be really successful, it needs to dig much deeper into the culture of fashion, art, entertainment and design than it has to date. Each cover story should also have an accompanying video on their website. Each fashion editorial should also have a behind-the-scenes video that lives online so the readers get a full sense of the process. Creatives in the fashion and beauty industry should have a platform to speak from dictating trends through W. They should host TED like panels that are supported in-book and online as well. It should be the new found Bible of fashion and beauty. Not another media outlet that promotes the status quo of press released information. I have been a fan of W since the 70’s. John Fairchild was  dynamic figure in the industry and was able to strike with force. People quaked in their boots from him. Stefano has to raise his own bar. When you think of The New York Times Style section, one surely does not put it on the same league as Vogue or Harper’s Bazaar. So, the real task for Tonchi is to be bolder, more of a leader, a risk taker, a sharp wit, a force to be reckoned with. Using Kim Kardashian as the object for the art issue is not the way to go. And establishing the Reality TV Hall of Fame is the opposite way to go. But what do I know?