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'Du Jour' Aims to Stand Out From Luxury Pack

New title launches with one-percenters in mind

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Do you find Town & Country a bit too mass-market? Bored by the exotic locales in Departures? If you’re looking for a new spin on the uber-luxe glossy, Du Jour, which launches Aug. 20, targets the wealthiest of the wealthy. In fact, those lucky enough to receive the magazine must meet certain criteria such as having a net worth of at least $5 million or owning homes with an average value of $1.5 million each.

Editor in chief Keith Pollock, formerly of Elle, stressed that while Du Jour—a multi-platform publication from luxury flash sale site Gilt Groupe and Jason Binn, founder of Niche Media—isn’t a Gilt-branded product, its content will be similar to that of Gilt’s sale verticals, which includes women’s and men’s fashion, home, travel, food and city-specific experiences. Other topics covered in the magazine will include politics, business, art, design and philanthropy. Likewise, advertisers range from jewelry brands (Cartier, Chopard) and fashion designers (Ralph Lauren, Marc Jacobs) to hospitality (Wynn Las Vegas, Eden Roc) and travel (Seabourne, Netjets).

The launch issue of Du Jour features model Christy Turlington on the cover (although her cover story, with an accompanying spread shot by Bruce Weber, will focus on her charity work rather than her fashion credentials). Other subjects include 72-year-old artist Wendy Vanderbilt Lehman, Newark mayor Cory Booker and photographer Richard Avedon. A men's item features actor Joel Kinnaman, and the issue also includes an interview with Lena Dunham on her workout routine and a handwriting analysis of Martha Stewart. Contributors include Kate Betts, former editor of Time Style & Design and Harper’s Bazaar; biographer Patricia Bosworth; and onetime New York fashion director Harriet Mays Powell.

The back of the book, titled “Du Jour Cities,” will be dedicated to local goings-on, from events to dining to real estate, in tony metropolitan areas like New York, Los Angeles and Chicago, and vacation spots such as Aspen and the Hamptons. “The idea is that our audience is traveling throughout all these different cities,” said Pollock.

Of course, a magazine catering to cultural interests of the affluent is far from a novel idea. So how is Du Jour going to set itself apart from the luxury pack? “I think that some of our competitors are more conservative than we are in tone,” said Pollock. “We really try to have a sense of humor, and in terms of the visuals, it’s definitely more fresh and bold.” And thanks to Pollock’s background at Elle, as well as that of his co-editor Nicole Vecchiarelli at InStyle, he said, “It’s a magazine that speaks more to a style audience and not necessarily just culture and travel.”

While Pollock admitted that Du Jour is bound to draw comparisons with some of Binn-founded Niche magazines, like Hamptons or Ocean Drive, he thinks that the new book will be able to stand on its own. “We didn’t want to recreate one of the Niche titles,” he said. “And in terms of the content and some of the contributors we have on board, I don’t think people will get confused.”