Eight-Page Glossy Takes Aim at World of Haute Couture

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NEW YORK (AdAge.com) -- In a bid to raise its profile in the fashion world, Us Weekly will publish a daily edition during the upcoming Fashion Week in New York.

Around 10,000 copies of the Us Fashion Week Daily will be handed out Sept. 18, 19 and 21 outside key Fashion Week locations. Fashion Week, put on by the group 7th on 6th and sponsored this year by Mercedes-Benz, runs this year from Sept. 18-23.

Us editor in chief Bonnie Fuller said the daily will resemble a "mini-broadsheet" but fold open much like a magazine.

The celebrity-obsessed Us Weekly is published by Wenner Media.

Printed on glossy color stock, Us Fashion Week Daily is expected photo-heavy and to run eight pages -- six for edit and two for ads. Ms. Fuller said that the title was "inspired" by the magazine's front-of-the-book "Faces and Places" photo feature. Other Us departments will appear, such as its "Fashion Police" feature, which takes a decidedly snarky tone towards celebrity style mishaps. The magazine's "Hot Stuff" news section will run under the name "Haute Stuff."

Ms. Fuller dismissed notions Us Fashion Week Daily was competing with Fairchild Publications' rag-trade mainstay Women's Wear Daily.

Like covering the Oscars
"It's not doing the primary job of Women's Wear [Daily], which is to review and report on the collections," she said. "We'll have a little bit of that, but this is more reporting on Fashion Week as an event, like the way we cover the Oscars.

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"It's much more about the people, the events, the buzz," she said, and "the people who are innately the stars of Fashion Week -- the designers, the editors, the models and the retailers."

Ms. Fuller will oversee the publication, but many of the duties will be assumed by Brandusa Niro, formerly of Fashion Wire Daily and Style 24-7, American Media's attempt to crash the Us Weekly/In Style space.

Vicci Lasdon Rose, publisher of Us Weekly, declined to name specific advertisers but said one liquor advertiser and one fashion advertiser were "on board," and other advertisers had expressed interest.

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