Marcus Colston of the New Orleans Saints
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The 10th anniversary issue of ESPN The Magazine hit newsstands with a cover line that reads, "Wow We're 10! Now What?" Fashion, it seems, is one of the answers. The magazine plans to increase fashion coverage, has hired its first style director and will begin running fashion credits. Right away, one of the new covers (there are 10 in the anniversary issue) points to the changes: Venus Williams is wearing a white Emanuel Ungaro gown and sister Serena appears in a white gown by Donna Karan. "People want to know what athletes are wearing to and from the ballpark," said Steven Binder, vice president of magazine sales. "ESPN should be doing this." It's also a great opportunity to tap into those fashion ad dollars, although the current economic climate might make that more difficult. Binder said the magazine is also seriously considering putting on an event in Milan during the spring shows. ESPN's average reader is male, just over 30 years old, with an income of less than $70,000, so labels such as Hugo Boss and Z Zegna will make more sense than a designer collection, Binder added. ESPN The Magazine's circulation last year was two million.From an editorial perspective, senior deputy editor Roxanne Jones said Kevin Stewart, style director, will oversee editorial that will be lifestyle- and fashion-focused. Stewart has worked at Details, Vibe, Savoy and Men's Fitness. In addition, this year there will be a spring fashion portfolio, another in the fall and one during the holidays.To kick off its new commitment to style, the magazine asked jewelry designer Lorraine Schwartz to create a diamond and ruby-studded piece that replicates the ESPN logo using rubies and white and black diamonds. The piece was signed by all 11 cover subjects on the anniversary issue and be auctioned off for charity.
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