On April 14, W Magazine, the U.S.-based fashion, art, and culture publication, announced the launch of a new title, “WYouth.” The magazine will be published twice a year, with its inaugural issue set to hit newsstands in September 2026. Sara Moonves, Editor-in-Chief and CEO of W Media, will oversee the project, while Ava Nirui has been appointed as editor.
A Reinterpretation of W for a New Generation
WYouth builds on the visual-driven editorial philosophy and tone that W Magazine has cultivated since its founding in 1972, while reimagining it for a younger audience. In addition to its biannual print editions, the publication will release digital content on an ongoing basis via WMagazine.com. Drawing from the brand’s extensive archives, WYouth will reinterpret W’s legacy through a contemporary lens, connecting its history and aesthetic with a new generation of readers.
The print format will be approximately half the size of the main W issue, designed as a compact, portable publication. By creating a format that easily fits into a backpack or handbag, WYouth positions itself as a collectible object—one that integrates seamlessly into everyday life.
Ava Nirui to Lead Editorial Vision, Bridging Culture and Gen Z Sensibilities
Editor Ava Nirui, a New York-based creative director, is known for her ability to merge fashion, internet culture, and Gen Z aesthetics. She joined Marc Jacobs in 2019 as Head of Global Creative, overseeing brand campaigns, commercial design, and digital storytelling. In 2020, she launched the youth-focused line Heaven by Marc Jacobs, which gained a strong following through limited drops, artist collaborations, and culturally resonant storytelling.
Nirui commented on the new publication: “The idea for W Youth came from a conversation with Sofia Coppola and Sara Moonves where we were thinking about the magazines we grew up with when we were teenagers. They were so influential and shaped all of the things we were obsessed with.”
“With the launch of WYouth, we want to bring back that spirit, but for today – through pop culture experimentation and physical media, inspiring the next generation on style, beauty, and fashion history through the perspective of W Magazine. I’m incredibly excited to bring this vision to life, and deeply grateful to Sara and the team at W for their trust and support.”
A Publication at the Intersection of Nostalgia and Innovation
Since becoming Editor-in-Chief of W Magazine in 2019, Sara Moonves has led its transformation into an independent company, W Media, while expanding its digital and social presence. The launch of WYouth can be seen as a continuation of this strategy—aimed at building deeper connections with the next generation of readers.
Moonves stated: “I am so grateful to Sofia Coppola for introducing me to Ava. Ava has such an incredible understanding of culture and fashion, and how they intersect to create something bigger. She not only recognizes emerging trends, but actively shapes them, bringing fresh, thoughtful ideas to an audience hungry for something that was truly designed with them in mind. That’s the exact creative vision she’s bringing to WYouth.”
“The entire process of launching WYouth has been such a special experience. Collaborating with this team to create something in W’s signature, elevated style, with a hint of nostalgia for a new generation of W readers has been truly a dream. We can’t wait to share the first issue.”
A Cross-Generational Editorial Approach
Editorially, WYouth will feature a mix of emerging, conversation-driving talent, cult figures, and iconic personalities from W’s history. It will also collaborate with both established creatives and a new generation of photographers, stylists, and contributors, positioning itself as a platform for shaping the future of the W brand.
The editorial team will include filmmaker Sofia Coppola and her daughter Cosima Mars as contributing editors, bringing together refined aesthetics and a teenage perspective. In addition, core W editorial figures—including Lynn Hirschberg, Armand Limnander, Kevin Tekinel, and Charles Levai—will work across both publications.
As physical media continues to experience a renewed appreciation, WYouth’s combination of a compact, collectible format and a culture-driven editorial approach positions it as more than just a new magazine. It represents a potential redefinition of how luxury media engages with the next generation.
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