Who: W Magazine
What Rebranding- Fashion's After Party
Rating: "The party doesn't start until the heels come off."
W editor in chief Stefano Tonchi launches a major re-brandingfor the monthly Conde Naste publication. To set the tone for the new image the magazine's slogan, "The party doesn't start until the heels come off", will run on large billboards and taxi roofs. I hope Tonchi's efforts as editor will boost sales for the mag as well as his popularity rating.