Mark your calendars: the March edition of Jane goes on sale February 21. With Kate Beckinsale on the cover, it’s the first totally revamped, Brandon Holley-ized issue.
What kinds of changes are afoot? Holley told Women’s Wear Daily she plans to expand the magazine’s fashion coverage and redirect the focus of those pages.
“A twentysomething doesn’t have to feel like a sellout for really wanting the Dior bag. A Jane girl can wear Marc Jacobs shoes and still be irreverent.”
Does Brandon Holley actually know any women in their twenties (besides, you know, the ones who work at the magazine and steal their designer gear from the fashion closet)? We think it’s more likely the price tag—not the fear of being branded a sellout—preventing the purchase of Marc Jacobs shoes and Dior bags.
Jane’s publisher, Carlos Demadrid, made it plain that the changes in the magazine’s aesthetic are not solely artistic choices. He told the New York Times last week the magazine will now target “millennials,” those consumers born between 1980 and 2000. Why is this demographic so coveted?
“…they’re big consumers. They’re the children of baby boomers so they like to buy and they like labels.”
Which, Holley’s ponderings aside, quite handily explains the sudden upscaling of Jane’s fashion coverage. With the next issue, Jane will be less like Jane Pratt (which, let’s be honest, is not necessarily a bad thing) and much more like every other magazine on the newsstand.
But look on the bright side: we’re certain we’ll still be able to mine the editor’s letters for unintentional comedy. After all, any woman who tells WWD “Our girl is a lot like her iPod” can’t be entirely without merit. If you define merit as “taking herself way too seriously and then writing about it in a national magazine,” of course.