W Magazine launches online

Is it just us or is the newly launched online version of W Magazine not quite as contemporary as its sister publication? Granted, we don't want to be too negative as it is owned by Conde Nast, the good people that also bring us Vogue and Vogue.com, but where has all the glamour gone that seeps into the decadent pages of this revered monthly circular? It is always difficult to translate the personality of the page onto a website and successful e-zines and magazine spin-offs are those who create their own (online) characters rather than producing identikit features that are also found in print.

Perhaps its the headlines that are meant to be attention grabbing but instead are vacuous and boring like 'big in Japan' (yawn) and 'lip schtik' (the copy writer must have been ill that day). It strikes us odd that a publication of this size, stature and wealth couldn't deliver something a little more exciting and indeed modern.

For those in the know, the New York Times online magazine wins hands down in its editorial and is certainly more modern and easier on the eye. Isn't that what fashion's all about?