Monday, 29 November 2010
The Remaking of W from LEGS MEDIA on Vimeo.
Nothing excites me more than the smell of a new magazine than the smell of a magazine relaunch. Over the years I have witnessed a few magazine relaunches such as Grazia, Elle, Marie Claire and Ebony as well as the ones that are no longer with us such as She, B and 19. So when I came across this video about W's new look I found it all very exciting. I am not an avid reader of W but I am aware that it is one of the bibles for fashion and I have been aware of its new look. The Remaking of W is a short film that shows what it is like to work at W and the effort that goes into creating the copy and images that you see on the pages. Editor in Chief, Stefano Tonchi takes us through the rebranding of the publication and talks about the challenges of coming up with a new design. masthead while getting his staff on board and making sure that they are on the same page. Pun intended. We hear from the people who put the magazine together such as the art designer who talks us through the new logo and the writers, editors, photographers and models. Celebrities such as Pharrell Williams, Kanye West, Ryan Goslimg, Michelle Williams and Kim Kardashian are interviewed during their photo shoots.
The Remaking of W also takes us behind the scene of many glamorous events such as New York Fashion Week and Venice Film Festival where we get to see the impact that W has on the creative industries. The short film is really lovely to watch and you really warm to Stefano and his staff moreover the documentary also has blow ups of pages from the magazine which you can feast your eyes on. One theme that runs through the documentary is how important art is to W and how self expression is allowed to run loose at the publication. Which goes to show that a good editor has the courage to stand back and let his or her staff get on with their job without interference.
You can check out the W website here.