W may have lost its creative director, but Stefano Tonchi is making sure the magazine keeps a high profile. In addition to all the nakedness, the mag is now making the leap to television — specifically, to Gossip Girl.
According to WWD, one of the Gossip Girl characters will intern at W as part of a 6-8 episode arc. But which one? Details are being kept quiet, but we suspect this may have something to do with the ominous return of Jenny Humphrey. A spokeswoman for the magazine explains the storyline as such: “The character faces the challenge of being part of the social elite and then thrust into the ‘real world,’ where one starts out on the bottom rung of the ladder.” The episodes will begin airing at the end of January, and the cast filmed at W‘s offices last week.
We’ve never been to the W offices ourselves, but we have to imagine they (like most magazine offices) are not quite as glamourous as those in The Devil Wears Prada/Ugly Betty/[insert Hollywood portrayal of fashion magazine world here]. As such, W had to be given the Gossip Girl treatment. Art was put on walls, empty bookshelves were filled and staffers acting as extras were given strict wardrobe instructions (no all-black, all-white or “crazy stripes” allowed).
Vogue (via Hamish Bowles), Elle (via Joe Zee) and now W? Gossip Girl sure is working hard for that fashion cred.