I mean it. Brace yourselves.
UK ELLE Magazine has secured Discotheque Confusion's resident girl crush Chloe Sevigny as their "style advisor", and to promote this will be March's covergirl.
Er, "Style Advisor". I know, it's easy to think this is just one of those labels handed out willy nilly just like Jessica Simpson and Lauren Conrad are fashion designers.
But this is Chloe Sevigny, and Lorraine Candy, ELLE's ed is quick to defend this label.
“‘Style advisor’ is not just a title - she’ll really be doing it, she has a column. She is not someone who’s instantly recognisable - she couldn’t go on a Glamour or Cosmopolitan cover, she could only go on an Elle cover to be honest. But what we’re saying with this [signing] is that this magazine is about fashion and style - and next month we’ve got someone who the author Jay McInerney once called ‘the most stylish girl in the world’ on the cover.”
ELLE magazine are seriously branching out, and this is one wise move, showing themselves to have more pounds worth of quirk than Vogue ever will posess (I know, it isn't hard).
Granted, they'll never ever stand alongside the likes of Tank, Lula, Wonderland, i-D, or 10 magazine, but in my opinion, ELLE is the most innotive and creative "mainstream" fashion magazine out there. I don't know about you, but everything starting with their layouts just gives me the hots.
As hinted by James Silver in an article for todays The Guardian, glossies such as ELLE has suffered from the remarkable success that is Grazia magazine. The weekly magazine's circulation figures have risen by 26% per year, all since it's UK launch in 2005.
You may have noticed the relatively new "Mademoiselle" column, titled "Confessions of an ELLEgirl" which follows a "stylish, cool and connected" London scenester has been added to the magazine's features, and by throwing Chloe Sevigny into the mix, in addition to new photographers such as Mary McCartney, the magazine will certainly garter some interest from readers who like to think of themselves as fashion aware rather than "100 ways to boost your sex life" aware as they would be reading Cosmopoliton and Glamour.
Last year's cover stars saw a slew of not so original cover stars, with Paris Hilton, Mischa Barton and Keira Knightley all, er, "gracing" the front cover. However 2008 is off to a more promising start with this month's cover star Karolina Kurkova (Not exactly Missy Raider, but we'll leave that to POP) to show they're readers "yes, you and I both know about the models too!" The covers will also be getting a makeover, which you may have noticed already, starting with the refreshingly stark front of the current issue, and will have a "less cluttered look".