The Remaking of W

Editor in Chief Stefano Tonchi takes you inside the new W magazine. Meet the writers, editors, photographers, models, and celebrities who bring each issue to life.

Released on 11/9/2010

Credits

Starring: Stefano Tonchi

Transcript

00:01
Yeah, we have to make a decision by today,
00:06
tonight, or tomorrow.
00:08
[Man] Thank you very much.
00:10
Okay, you're going to help us.
00:12
You have to tell us what one.
00:15
What cover do you like?
00:16
This one or that one?
00:18
Large frame or no frame?
00:20
No frame.
00:22
No frame.
00:23
Good, I agree with you.
00:25
(light, airy music)
00:27
From the first moment that I started working on it,
00:30
I understood that it was a real challenge.
00:34
Here we have a beautiful magazine.
00:36
Something that people really love, you know,
00:39
for the images.
00:39
For the format.
00:40
For the quality.
00:42
But that needed to be updated and needed something else.
00:48
The challenge is also to make it happen in a short time.
00:52
I don't have the time to make prototypes.
00:55
You know, the prototypes that we are making
00:58
will go to print.
01:00
It's a little bit like changing the wheels
01:02
while you're still running.
01:04
But it's a tiny meeting.
01:05
I'm warning everybody.
01:06
(laughter)
01:10
Crappy printouts, but you can just imagine how this
01:13
would glow and this.
01:14
I'm going to send them this way
01:16
if somebody wants to have a look at that.
01:18
I made a plan to try different things.
01:20
To open up the spectrum of what a magazine can be.
01:25
That's a nice T.O.C. too.
01:28
Stefano and I, in our very first meeting,
01:29
talked about changing the logo.
01:31
We were trying to do something which is kind of,
01:33
has some classic sensibility to it
01:35
and I like manually condensed it and started playing
01:38
with the serif so I bridged them here.
01:40
The last logo, this ran for I think 20 years.
01:44
So, you know, without ever being changed.
01:46
And it looks really ...
01:48
It's kind of embarrassing if you like design a new logo
01:50
and six months later, you're still fussing with it.
01:51
So you want to nail it on the first time.
01:54
(light piano music)
01:56
[Stefano] W has been always known as a fashion bible.
02:00
Hello.
02:01
[Crowd] Hi.
02:03
I think we have to open up that concept.
02:06
Fashion has to be seen in the context
02:09
of contemporary culture.
02:15
As much as W has always been known
02:17
for kind of provocative images.
02:21
It is really also about provocative writing.
02:25
(laughter)
02:25
I have no underwear on.
02:26
(laughter)
02:28
Hi, I'm Lynn Hirschberg.
02:29
Thank you for being here.
02:31
I met Lynn in the pages of Esquire.
02:35
I never thought that it was like actually a redhead woman
02:41
behind it.
02:42
People respect Lynn immensely.
02:44
So I think she could pretty much interview
02:46
whoever she wanted to.
02:48
So tell me, as a veteran of a really famous sex scene
02:52
in Nick and Nora's Infinite Playlist...
02:55
Okay.
02:55
What's the hardest thing?
02:57
What's the hardest thing in a sex scene?
02:59
(laughter)
03:00
Well, excuse me.
03:01
What's the most difficult thing?
03:01
I'm sorry.
03:02
Uhm...
03:03
(laughs)
03:04
It's always great when it's the first time
03:06
that somebody's featured in a magazine.
03:09
It's fun to get to expose the world and have impact
03:12
that way.
03:13
What are you?
03:15
(laughter)
03:16
I mean it's a challenge to have
03:18
so many different characters and really transforming
03:22
each actress into this sort of ideal version
03:26
of her in our eyes.
03:28
Portraits is what we love to do.
03:30
I will ask again, when is it shipping?
03:34
Friday no matter what.
03:35
So three covers are shipping on Friday.
03:38
All of them.
03:38
That's what's happening, by the way.
03:39
Not one, duo, treo.
03:43
(motor buzzing)
03:46
We're printing tomorrow morning.
03:48
So I have two hours to close the next half of the book.
03:53
It's going to be really down to the wire.
03:55
(laughter)
03:57
I'm used to that last-minute crunch.
04:00
But this is on a scale that I've never experienced before.
04:03
The first issue was an incredibly intense experience
04:08
because the prototype is what went to press.
04:12
So every decision that was made was a definitive decision.
04:17
I hope people, obviously, are going to think
04:19
it looks different from the last W,
04:20
but also that it looks different from any other magazine
04:23
out there.
04:24
It's about really creating something
04:26
that you are proud of.
04:28
We have to go.
04:29
It's late.
04:31
I created a magazine that I want to read.
04:35
It is always good to have the magazines in the car.
04:38
It's great expectations for them.
04:40
It's great expectations of what the new W will be.
04:46
(crowd murmuring)
05:09
(camera snaps)
05:11
I always kind of follow my instinct
05:13
when it comes to fashion.
05:14
I'm not really into reading about the trends.
05:17
I always think let's make the trend.
05:22
The opportunity to have beauty elements
05:25
throughout the magazine is very liberating
05:28
for us because the sky is the limit as far as ideas go.
05:37
We want to put interesting people on the cover.
05:40
Something that is not as predictable
05:43
as just another beautiful actress,
05:47
but something that connects to the content of the magazine.
05:50
Like, you know, our October issue had Ryan Gosling
05:53
and Michelle Williams on the cover.
05:56
Not just because they are in a movie,
05:59
but also because it's our His and Her Issue.
06:02
It's an amazing day.
06:04
You know, they're both very shy, personal people
06:06
and they feel really comfortable and that's really
06:08
when you get a great picture.
06:13
This, this, this, this.
06:16
I like this better than that.
06:17
She's more alive.
06:18
She's more alive.
06:20
Yeah, I think we all agree.
06:21
Yeah.
06:23
Stefano is a amazing Editor in Chief.
06:27
Not only because he's really bright,
06:29
but he also really believes in the people that he hires.
06:32
(mumbled arguing)
06:34
Stefano, though, I would rather err on the side of
06:39
no one's heard of it than everyone's heard of it.
06:42
I just think.
06:42
I agree.
06:43
Stefano loves the element of surprise.
06:45
I think it's very important today
06:47
to keep the dream of fashion alive.
06:50
I often like to look for things that are just
06:53
on the verge of becoming important
06:55
or that are slightly outside the usual parameters
06:58
of the fashion world.
07:00
(off-key piano chord)
07:01
Yes and more.
07:03
W has a thing where like they kind of curate
07:06
the experience, but they allow you the free will of choice.
07:11
So what you get when you get a W magazine,
07:13
you get like a lot of variety.
07:15
Yeah, some good looks in here.
07:19
[Interviewer] And how would you sort of sum up
07:21
what you see happening?
07:23
Um, freedom.
07:26
W is very close linked to art.
07:29
That's why it is such an amazing platform to work for.
07:31
I like the idea of being on the edge of the fashion world,
07:34
looking in and looking out and bringing the two together.
07:37
We use a lot of reference points when we shoot
07:40
in art, poetry, in everything.
07:43
W is a magazine that's actually pushing the envelope.
07:45
That's important.
07:47
They're offering to their photographers freedom
07:49
to express their vision.
07:51
You give them space and you give them the resources
07:54
to make that dream a reality.
07:56
Stefano has very deep roots in the art world
07:59
and art has always been a big part of the magazine's DNA.
08:02
There's always been an art issue,
08:04
but there hasn't been an art issue like this one before.
08:07
Today we shot Kim Kardashian for the new W.
08:10
Stefano liked the idea of Kim Kardashian being the cover
08:14
of the art issue.
08:15
We shot her naked.
08:17
Really as the embodiment of the Warhol idea.
08:21
Everybody wants to be a celebrity.
08:24
It was a very collaborative idea between Barbara Kruger
08:28
and myself.
08:29
I'm honored she's writing on my photos.
08:32
I guess I'm used to it because I worked for magazines
08:34
and they do that all the time.
08:36
I don't know.
08:37
It's just like I get how cool it is.
08:39
You know, it's not just like another photo shoot for me.
08:43
People are attracted to Stefano.
08:45
He's created this like sort of infrastructure of friends,
08:48
designers, and celebrities or whatnot.
08:50
There's this whole like energy around him.
08:52
We did 10 pages in September Vogue, so voila.
08:55
Well, you should have done it in W.
08:57
Well, that was then.
08:59
This is now.
09:00
I love the colors, but I don't wanna lose him.
09:04
He's got that sparkle and that like,
09:06
that it looks like he always kind of has a secret.
09:09
What can I do, you know?
09:10
You're looking at Stefano.
09:11
Well because he's the one who knows
09:12
what I'm talking about.
09:13
(laughter)
09:14
Well, you do too.
09:16
Stefano knows everyone.
09:17
If you're with him in Milan, it's a bit like walking around
09:19
with the mayor of the town.
09:21
Oh, my god.
09:22
Ciao!
09:25
Hi, Stefano.
09:25
How are you?
09:26
The readers of W are very international.
09:28
They want to know it all.
09:29
They want to know it first.
09:31
Good photography.
09:32
Good fashion.
09:34
Good designers.
09:35
It's one of my favorite magazines in the world.
09:38
(cheering and applause)
09:44
Awe, thank you.
09:47
(crowd sings Happy Birthday)
09:48
Each one of the persons that I hired,
09:50
took a chance.
09:51
They left behind some secure jobs,
09:54
something that was much more kind of quiet
09:57
and they all came for a challenge.
10:01
You are too much.
10:03
(applause)
10:04
Cheers everybody.
10:06
Thank you so much.
10:08
And thank you for all the good work.
10:09
(laughter)
10:10
More to come.
10:12
Cheers.
10:13
(electronic music)
10:14
This film can tell I think the story of what happened,
10:19
but at the end, you know, it's all about
10:22
what is on the pages of the magazine.
10:25
We are very proud of it.
10:26
We started the process, but a good magazine
10:30
really never rests.
10:32
I think it's up to the readers.
10:34
It's up to, you know, our audience to judge
10:36
from the magazine.
10:38
You have to start, always, a book from the front.
10:44
Good.
10:53
(electronic music)