AS the textbook-thick September issues of fashion magazines begin clogging mailboxes and newsstands this week, there will be some new faces competing for your attention, especially if you are part of that vastly underserved population known as rich people.
Take Du Jour, the new print-digital hybrid from Jason Binn, the founder of Ocean Drive, Hamptons and other society yearbooks. In order to receive it, you have to meet at least five of seven criteria, which include an average net worth of $5 million, liquid assets of $1 million, a house worth $1.5 million and other such stuff.
So you’d expect a magazine that looks as if it belongs in Donald Trump’s bathroom. But the finished product, which will be released on Aug. 20, is a bit more populist and, through a partnership with Gilt Groupe, will be sent in digital format to three million customers of its flash-sale sites. Hudson News, which is an investor, will also stock 15,000 copies, with a cover price of $7.
Previewing the first issue, Keith Pollock and Nicole Vecchiarelli, the editors plucked from Elle and InStyle, respectively, described the magazine as luxury focused, but with a broad appeal. It includes a travel feature about the influence of European design in Morocco, a profile of Wendy Vanderbilt Lehman and a fashion shoot in the former home of Richard Avedon (which is on the market for $12.5 million).
“It is not so gratuitous as to say: ‘Buy this! Buy this!’ ” Ms. Vecchiarelli said. “Our feeling is, there is a luxury consumer who is engaged and excited to hear about what is going on in a range of categories.”
There is a $37,000 bicycle from Aston Martin in there (and 110 ad pages from Hermès, NetJets, Graff and the like).
But the cover, a photograph of Christy Turlington by Bruce Weber, represents Du Jour’s attitude quite clearly. (Mr. Weber, by the way, has been a busy bee. He also shot covers for a new magazine coming from the retailer Opening Ceremony on Sunday, and Carine Roitfeld’s comeback magazine, CR, planned for a September release.)
For Du Jour, Ms. Turlington wears her own clothes and traditional riding gear while happily interacting with children at a horse camp in the Hamptons. In this article, there’s nothing for sale.
By Eric Wilson
Courtesy The New York Times
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