Women told What To Wear by new BBC magazine

What To Wear: due out on 26 May


BBC Worldwide is seeking a team of journalists for a new women’s glossy magazine based on the BBC Two TV show What Not To Wear.

The debut issue of What To Wear has been put together by a team of freelances and staff from sister title Eve and the BBC is expected to recruit an editor and full-time editorial staff over the next few months.

The 156-page quarterly, out on 26 May, is in a “handbag-sized” A5 format to encourage women to take it shopping and refer to it for practical style tips to suit their shape. It will feature fashion from the catwalks as well as the high street and is backed by a £500,000 marketing campaign.

The launch follows the success of a free sampler distributed with the December issue of Eve, which resulted in a 33 per cent uplift in sales.

Eve editor Jane Bruton, who is editor-in-chief on the project, said: “We realised the concept was much bigger than the programme. It seemed like we had really hit a nerve with the shape shopping and practical fashion magazine angle. I think it’s got legs to be at least a bi-monthly.”

Former ES Magazine editor Mimi Spencer has written a column in the first issue and the TV show’s presenters Trinny Woodall and Susannah Constantine are contributing editors.

The launch issue was edited by Eve’s deputy editor Lucy Dunn. Freelance Jo Bell was fashion editor and Caroline Depeyer was art director.

Bruton said the BBC will appoint an acting editor for the second issue.

What To Wear will have a cover price of £1.80 and an initial print run of 150,000.

By Ruth Addicott

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