10/09/2010 05:12 am ET | Updated May 25, 2011

Stefano Tonchi: What The New W Stands For

WWD: Can you tell me about the September cover?
Stefano Tonchi: We are going to run with the three covers -- it's a triple gatefold, which they'd never done. And then it is a new logo, as much as it looks like the old one, in a new typeface [called] Benton. It's kind of skinny, it's very vertical. It's very elegant and it is italic, with a sense of movement, evolution. Then there is a tag line -- that was never a part of W -- which I think defines what W stands for. It's not just women's fashion, but the world of style and, more exactly, our five Ws: the who, the what, the where, the when and the why in the world of style. And with the main headline, "Great Expectations," I wanted to have some self-irony, because there are so many expectations about what this W will be, so it refers to these eight great new girls, but also to the pressure that we feel to satisfy the expectations that people have for the magazine. And we put "By Lynn Hirschberg" because I want to put writers' names on the cover. The content -- the writers -- are going to have a strong place in the magazine.

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