Earlier this month the blogs were buzzing with rumors that Luella Bartley was planning to dip her toes into the publishing world.

Now the plans seem more solid.  The debut issue of Luella (that was easy!) features Jourdan Dunn as covergirl, and is set to hit newsstands in spring.

Luella has been rumored to be working with a lot of youngsters in New York, and maybe some familiar names.

While I love Luella's designs and don't doubt she's in touch with the trendsetters and tastemakers of the world (and did you know she started out as a journalist and fashion editor?) I can't help but wonder why she'd get into the magazine world now, when so many are folding.

Even Daniel Saynt knows that.

Image and info from Catwalk Queen.