This fall, W magazine, Condé Nast’s oversized luxury title, will turn 40. And contrary to what most fashion magazines would have you believe, W’s recent journey from identity crisis to branding victory proves that some things do improve with age.
In the spring of 2010, when Stefano Tonchi, the editor of T: The New York Times Style Magazine, left for the same title at W, the magazine had hit a rough patch. While respected for its fashion coverage and photography under the direction of predecessor Patrick McCarthy, it lacked a distinctive voice to set it apart from the rest of the luxury pack.
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