W is starting a new ad campaign today, re-branding itself as "Fashion's After Party."

Editor-in-Chief Stefano Tonchi explains the reasoning behind the campaign:

Other publications have these parties that are sometimes very formal, sometimes very brief, sometimes very boring, sometimes very glamorous, but somehow it is always a place where you dont necessarily have a lot of fun. And we were talking about how you have fun after the party.

The ads feature photos that have appeared in W and will be seen on taxi rooftops and phone kiosks as well as in Condé Nast magazines and on their Web sites. In addition, W will get the after party started a little early by sending out bottles of Dom Perignon to celebrities, designers and a few restaurants and nightclubs around the city and the Hamptons.

If this is really the after party, I hope those bottles also come with an eightball of cocaine and a dead hooker. Because if Charlie Sheen taught me anything, the after party's when shit gets real. [WWD]