When Tavi leaked on her blog that Jane Pratt was launching an online magazine in the vein of Sassy with her, it came across as a 50-50 collaboration between the teenager and former Jane editor. It was later revealed that Tavi, who has to go to high school full-time (except when she has to fly to Paris to cover the couture shows), would be a contributor to the site, a ship Pratt herself was captaining. The site, xoJane.com, is out, and Pratt tells AdWeek she sees it "as the anti-iVillage," but was vague as to where Tavi would come in. With lots of personal essays on the site, which launched today, it's ripe for some Tavi musings.
More from Pratt's AdWeek interview:
AW: Did you hire any names?
JP: I’m not looking for established names, other than celebrities or contributors who people will naturally be interested in. I’m looking to discover voices, which is getting harder and harder.
AW: But you are teaming up with teen fashion blogger sensation Tavi Gevinson for a different project.
JP: She’s brilliant. I really relate to her and I think she is so smart. Her thoughts always have a spin to them. She’s also really good at marketing.
AW: Who needs whom more? You or Tavi?
JP: I don’t think it has to be a competition in that way. I’m not trying to ride on her coattails or vice versa. We just get along really well and we really see eye to eye. I would do things with Tavi and not have my name publicly attached to it.
On the site right now you can read a few posts documenting Pratt's cell phone correspondence with and about Tavi. It seems Tavi may have sent an email to Pratt apologizing for being so busy with high school. We wonder if she sends the same sorts of messages to her teachers when she has to miss class for fashion shows.