As reported by the New York Times, Elle Magazine is going through a restructuring phase. I am an avid reader of the magazine but truthfully there are some sections that I feel could be completely eliminated -Elle Fashion Genius (not necessary), Elle MustKnowSeeHearWatchRead (could be edited), Elle Men (not necessary), the entire section right after Elle Living and right before the fashion pages, and the final page, Elle Cherchez La Femme (not what you call going out with a bang).
The fashion merchandising pages are great but the fashion spreads do seem quite repetitive (as the article points out). I think we have seen that image of the sexily clad girl in the "desert oasis" one too many times, or the Adriana Lima type model and her model boyfriend walking the streets of Paris cloaked in street-inspired fashions. The photography is spectacular but the content is very predictable. In the same vein, are the covers, and what is with the overuse of cover lines, they are practically dizzying.
I think in general the magazine needs to be streamlined, kind of like giving it a feng shui or zen approach. Fashion content needs to be dominant but the pages should also be filled with other worldly reads, I think that is an important factor in producing a visually stimulating, yet intellectual magazine.
Oh, and Lindsay Lohan for the cover, again? Why? Why for the second consecutive September issue (she was on the 2006 cover) and why for the cover of the most important issue of the year? Once again repetitive.
Ah yes, and one last thing, since we are on the topic, it would be great, really great, if they could start including some prices in their beauty merch pages.
Joe Zee, the new creative director was quoted saying - “I would love to see a girl walking down the street and be dressed like our pages, and for someone to look at her and say: ‘Oh my God. She is so Elle.’ ” - that would be an amazing feat. One which I think is achievable in time.