Since Stefano Tonchi started at W, covers have included a beleaguered-looking John Hamm, a lesbian almost-kiss, Kim Kardashian naked, and Katherine Heigl holding her tutu-wearing baby. For January we have two more odd covers: Emma Stone wearing a fringed bustier over a T-shirt and Tron star Garret Hedlund wearing leopard pants, nipples ablaze through his top. These images might be different from all the other major fashion magazine covers on newsstands, but they're starting to feel different just for the sake of being different.
Meanwhile,i there's plenty of good stuff inside the issues, like fun stories about Roberto Cavalli's eccentric table decorations, or in the new January issue, a shot of Joseph Altuzarra wearing a dress he designed that's been making its way around the blogs. And yet these covers make the magazine feel like it's trying to be weird, like a Numero or a Purple, but in a mass way. There's a reason fashion people's fashion magazines are not mass. If W put the kind of covers many magazines save for subscribers on the newsstands, they'd be different enough.
Emma Stone and Garrett Hedlund Burning Up W’s ‘Hot’ Covers [Fashion Indie]