What's With All the New Hires at Love?

Revered fashion glossy Love is undergoing some changes. For starters, Editor-in-chief Katie Grand launched her own personal Twitter last week, apart from Love's, which we assumed she was behind. Shortly thereafter, she hired herself some company at the top of Love's masthead. First, she gave ShowStudio's Alexander Fury the role of "editor" at the magazine, announcing that he would oversee both print and online. Today, it was announced that Lulu Kennedy, founder of Fashion East, a non-profit that supports emerging designers, would become Love's Editor at Large. WWD reports that Kennedy's first project will be scouting subjects for a Solve Sundsbo-lensed front-of-book portrait feature, for which, based on this tweet, Kennedy will be the first subject. Fury and deputy editor Isaac Lock will interview the subjects. So what does all of this mean?
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Revered fashion glossy Love is undergoing some changes. For starters, Editor-in-chief Katie Grand launched her own personal Twitter last week, apart from Love's, which we assumed she was behind. Shortly thereafter, she hired herself some company at the top of Love's masthead. First, she gave ShowStudio's Alexander Fury the role of "editor" at the magazine, announcing that he would oversee both print and online. Today, it was announced that Lulu Kennedy, founder of Fashion East, a non-profit that supports emerging designers, would become Love's Editor at Large. WWD reports that Kennedy's first project will be scouting subjects for a Solve Sundsbo-lensed front-of-book portrait feature, for which, based on this tweet, Kennedy will be the first subject. Fury and deputy editor Isaac Lock will interview the subjects. So what does all of this mean?
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Revered fashion glossy Love is undergoing some changes.

For starters, Editor-in-chief Katie Grand launched her own personal Twitter last week, apart from Love's, which we assumed she was behind. Shortly thereafter, she hired herself some company at the top of Love's masthead. First, she gave ShowStudio's Alexander Fury the role of "editor" at the magazine, announcing that he would oversee both print and online. Today, it was announced that Lulu Kennedy, founder of Fashion East, a non-profit that supports emerging designers, would become Love's Editor at Large. WWD reports that Kennedy's first project will be scouting subjects for a Solve Sundsbo-lensed front-of-book portrait feature, for which, based on this tweet, Kennedy will be the first subject. Fury and deputy editor Isaac Lock will interview the subjects.

So what does all of this mean? What's significant about the hiring decisions is that they're not just the result of normal editorial comings and goings, but strategic additions to Love's team that signify more than just changes to the masthead, but changes to the magazine. Business of Fashion suggests that Grand's appointment of Alex Fury means the magazine is "poised to up its emphasis on digital channels" and points out that the timing corresponds with Vogue Paris' website overhaul, suggesting that Condé Nast, as a whole, are looking to push digital growth. That theory is further supported, maybe, by Grand's Twitter launch--the magazine's digital identity expands and Grand becomes an editor with her own voice and brand.

Another possibility, though we're not sure why this would be the case, is that Grand is scaling back her role at the magazine, based on the fact that both hires are top-level editor positions. Could the fact that she launched a personal Twitter mean she's getting ready to leave the magazine she founded only three years ago?

She better not. Hopefully, this just means that Love, unlike some other Condé publications, isn't afraid of change and that we will get to see the bold magazine expand and evolve into something even more wonderful than it already is.