Categories: OLD Media Moves

Adding style and substance to WSJ

James Robinson of The Observer in London critiques the WSJ., the new glossy fashion magazine from The Wall Street Journal, noting that editor Tina Gaudoin doesn’t want it to look like a catalogue.

Robinson writes, “WSJ avoids that trap, running lengthy pieces, including an interview with fashion designer Roland Mouret, alongside short articles about the art market and opulent holiday resorts that seem destined to become regular slots.

“Her own ‘editors’ picks’ from the first issue include an interview with an American defence attorney who decided to become a chocolatier and an off-beat style review of airline safety videos, an idea she dreamt up on a flight back from New York after a meeting with Thomson, who she describes as ‘my mentor’.

“There’s also a piece about a hedge fund trader who drives very expensive racing cars in her spare time and a big interview with Indian cosmetics mogul Shahnaz Husain, prompted by a conversation with a fellow commuter who pulled out one of Husain’s ‘incredible kohl pencils’ from her handbag on Gaudoin’s long journey to work. ‘I sent a Journal reporter to India. He had two hours with her and ended up staying for four days.’

“The ideas is to write about people rather than products, she says, but adds that WSJ is unlikely to include too many famous faces: ‘I’m a bit anti-celebrity for celebrity’s sake.’ Kate Moss features in the first issue, but only because she agreed to be interviewed alongside Sir Philip Green as the billionaire retail mogul prepares to launch Topshop in the US.”