For its September 2019 issue, W magazine examined the current state of fashion. The magazine includes an in-depth photographic exploration of different styles spotted on catwalks in 2019. In addition, a more global question remained: who embodied a modern sense of style during the year? The editorial crew chose four personalities from the film and fashion industry, each one having their own cover, in order to try and answer the question “What is fashion now?”
The title on these covers is set inStunt from Production Type. The question is focused on contemporariness and how it can be grasped: the title renders this urge through the use of caps, but also through the very shapes of Stunt. This typeface is a contemporary sans that plays with contrast. Its huge x-height makes any information direct, straight-forward, immediately legible and visible. These features catch the eye, as much as a modern sense of fashion does.
Stunt is paired in the interior pages with Ayer and Ayer Deck from Commercial Type. The text typeface is W’s standard Whitman by Font Bureau. The delicate Ayer reminds us of yet another dimension of fashion, which is sophistication. Regarding Ayer, a calligraphic touch is welcome in the layout, a remembrance of all the manual work in haute couture, one of the last fields where calligraphy is used to symbolize luxury.