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Edited by on June 13 2011 at 5:37 AM

W is starting a new ad campaign today, re-branding itself as “Fashion’s After Party.”

W Kicks Off Its Heels, Ready to 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 don’t 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]

 

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Story by Lester Brathwaite

I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both. @LesFabian lester at fashionindie.com