W Is Filming a Documentary About Its September Issue

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Cameras have been trolling the halls of the W offices filming a documentary of the making of the magazine's September issue under new editor-in-chief Stefano Tonchi. The magazine's redesign will debut for September, which is, traditionally, any fashion magazine's biggest issue of the year. A rep for the magazine tells us the release date for the film will be "around late October," but wouldn't provide many more details. So it's unclear if this will be anywhere near as big as Vogue's documentary about its September issue, directed by R.J. Cutler. Of course, the bad thing about being the second magazine to do this kind of thing is that the most obvious title — The September Issue — has already been taken.

But this being the second documentary about a magazine's September issue within a couple of years, one wonders if documentaries about fashion magazines are the new reality-TV shows about fashion magazines. Most titles can't seem to come up with a good idea for one of those anymore, so maybe the more purist documentary approach is a good idea, though it might not hold as much mass interest for the general public.