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YOUNG LOVE: After putting a naked Beth Ditto on Love magazine’s inaugural cover in February, the title’s editor in chief Katie Grand has turned to the charms of youth for its sophomore edition, which hits newsstands Aug. 24. “The whole issue’s full of these kids, really, who are at that turning point of life when you’ve got no responsibilities, you’re quite free and everything’s exciting,” said Grand.
She’s tapped a mix of emerging celebrities and total unknowns to profile in the magazine, most of whom are under 21. Coco Sumner, the musician daughter of Sting and Trudie Styler, features on one of the issue’s two covers, shot by Mert Alas and Marcus Piggott. A second cover image, shot by David Sims, spotlights Alex Hartley, a bass player from Birmingham, England, whom Grand “found on the Internet.” The issue also features Miley Cyrus, Pixie Geldof, Allegra Versace, Scout and Tallulah Willis and Cooper and Marston Hefner (Hugh Hefner’s sons). Grand also said she’d added “more words” to the second issue of the Condé Nast U.K. title, and has appointed Isaac Lock as deputy editor of the magazine. “I always think visually, so it was really important that the words team was strengthened,” said Grand.
Advertisers in the issue include Louis Vuitton, Prada and Chanel, and there are 106 ad pages in the 296-page magazine. While that’s a small decline from the 116 ad pages in February, Grand said the issue had “exceeded the targets set” for its advertising. “I think it’s tough for everyone, and everyone’s competing for the same ads,” she said. To mark the launch of the second issue, the title will advertise on billboard screens at London’s Shepherd’s Bush roundabout, a major route into the city, which will flash the magazine’s entire content page by page. In addition, T-shirts printed with the two Love cover images will be sold at Marc by Marc Jacobs’ London store. Grand and her team will dress the store’s windows.