Welcome | View My Profile | Sign Out
MediaPost Home About MediaPost Privacy/Terms Media Kit Sitemap
Publications Home News
Online Media Daily Media Daily News Marketing Daily Mobile Marketing Daily Search Marketing Daily
Daily Feed> Email Daily Feed> Video Daily Feed> Social
Online Blogs
Online Spin Email Insider Search Insider Behavioral Insider Online Publishing Insider Mobile Insider Video Insider Gaming Insider Performance Insider Metrics Insider Social Media Insider Just An Online Minute Daily Online Examiner Raw Blog
Media Blogs
Research Brief Diane Mermigas:On Media TV Watch TV Board Magazine Rack Media Creativity Notes From the Digital Frontier Digital Outsider Mad Blog Red White and Blog
Marketing Blogs
Engage:Hispanics Engage:Kids 6-11 Engage:Moms Engage:Boomers Engage:Gen Y Engage:Teens Marketing:Green Marketing:Sports
Magazines
OMMA Magazine Media Magazine
Subscribe
Feedback Loop RSS Feeds Archives Subscribe
Dec 2 Search Insider Summit (Utah) Dec 6 Email Insider Summit (Utah) Jan 11 OMMA Agency of the Year (NYC) Jan 12 MEDIA Agency of the Year (NYC) Jan 26 OMMA Social (San Francisco) Jan 27 OMMA Performance (SF) Feb 24 OMMA Metrics Measurement (NYC) Feb 25 OMMA Behavioral (NYC) Mar 15 OMMA Global (San Francisco) Apr 14 Search Insider Summit (FL) Apr 18 Email Insider Summit (FL)
Recently Concluded Events
Nov 3 OMMA Adnets (NYC) Oct 30 OMMA Video (LA) Oct 29 OMMA Mobile (LA) Oct 29 OMMA Mobile & Video (LA) Sep 23 Creative Media Awards (NYC) Sep 23 The Future Of Media (NYC) Sep 22 Online All Stars (NYC) Sep 21 OMMA Awards (NYC) Sep 21 MediaPost Live at Advertising Week All-Access (NYC) Sep 21 OMMA Global New York (NYC)
All MediaPost/OMMA Events Event Blogging Past Event Videos
Industry Events Calendar
2010 OMMA Agency of the Year 2010 MEDIA Agency of the Year
2009 Creative Media Awards 2009 OMMA Awards 2009 Digital Out-of-Home Awards 2009 Media Agency of the Year 2009 OMMA Agency of the Year
All Awards
Employment Situations Wanted Services Offered Post a Job
Briefs Reports Online
MediaPost Directories
Mobile Insiders Group
People Finder Edit My Profile View My Profile My Contacts My Calendar
HOME • MANAGE SUBSCRIPTIONS • MEDIA KIT
W
by Dorothy Parker, Wednesday, July 25, 2007, 12:00 PM

SHARE

TOOLS

RELATED ARTICLES

MOST READ

Sure, there are the usual columns, profiles and fashion pictorials, including one in which the model sports goat fur and a giant ribbon on her head -- with a bow that would fit on the roof of a Lexus. But what lets W be W and garner its monthly buzz, is the shock it supplies with its celebrity photos.

August is no exception: The cover line offers "exclusive access to the season's ultimate shoes, bags and Jewels." Come on, that's like saying you read Playboy for the fiction. The true jewels (and ultimate bags) belong to Posh and Becks, who poutily grace the opening page, and who, with their near nakedness and matching platinum 'dos and tattoos, are determined to become, as the oversized fashion book puts it: "The New American Idols."

Oy. Where do we begin?

Obviously, it's easy to despise her -- a woman whose jaw is wider than her hips, whose latest claim to fame is being Mrs. Tom Cruise's fashion muse. He, on the other hand, is a genuine athlete, and by playing in LA, might invigorate the world of American soccer. Or not, if he keeps posin' in them crotchless pants.

Steven Klein, the photographer who shot this multipage portfolio, has what you might call his own visual agenda, involving very crotch-based psychodramas. He's famous for Calvin Klein jeans campaigns, and also did the 1999 W photo portfolio of Brad Pitt bound and gagged.

So how gagacious is this?

Well, think of it as some sort of Zen koan -- after you expose the exhibitionists, what's left? Ashes to ashes, crotches to crotches. And the whole thing is shot in a hole. For real.

Isolated, apocalyptic settings are also a Klein trademark, and this series is shot "at the bottom of a secluded rock quarry 100 kilometers outside of Madrid." How's that for end-of-the-world pretentiousness? The best shot shows Beckham bare-chested (what else is new?) walking toward the camera in his, I kid you not, latex pants made by Fetish.

Another shot is in black-and-white, at night, and shows Victoria in her own private reverie grasping her bare-ass cheek as she lays across the hood of a car, like road kill, while he stands shirtless and proud, again staring down the camera, wearing black cotton and nylon pants that are slightly open and happen to have a belt that meets in a V under his crotch.

To keep you up to date on their bodily ink, he has a tattoo that looks like an angel crossed with Jesus on his back. (The holy person pictured wears a diaper-like apparatus over his private parts, which is far more modest than the soccer god himself.) Above that is a big cross with wings. Then, like a holy trinity, the names of his children (Romeo, Cruz and Brooklyn) appear in layers in Gothic letters across his back. Oh, family values!

She's emaciated, a coat rack with soccer-ball-sized implants. But never mind -- the attention is definitely on him -- his nipples, six-pack, occasional thong/and or leather pants with zippers. In another shot, he's shirtless with a cape.

But let's be fair. Klein's point-of-view would make crotch meat of most celebs. So let's go to the interview.

Her reality TV show, "Victoria Beckham: Coming to America," was produced by Simon Fuller, the man behind "American Idol." It was such a disaster last week that the planned series was turned into a one-time special. However, just before it aired, VB said: "I think people are going to see me for the first time. I think they have this impression that I'm this miserable cow who doesn't smile. But I'm actually quite the opposite." This takes big soccer cojones to say, after appearing in a 28-page portfolio in which she never cracks a smile.

But he comes off even worse. Of his "loveable metrosexual qualities," as the writer puts it -- in England he's known as "The Prince of Ponce," he says: "I've always had a liking towards clothes, but when I met Victoria, she directed me in the right way. When she tells me something doesn't look good, I believe her. We have a connection that way."

To sum up, don't cry for them. They claim they don't read their press. "We just look at the pictures, to be honest," Victoria says.

W probably thinks this is edgy, but in a larger sense, we ought to thank them. It's just a giant hole that the mag has dug for another set of pointless celebrities.

MAG STATS

Published by: Conde Nast

Frequency: Monthly

Web site: http://www.style.com/w/

3 comments on "W"

  1. Joslyn Hansen from Tim Hunter Design
    commented on: July 25, 2007 at 3:08 PM
    If Victoria's reality special was such a "disaster", why did they rerun it three days later? She actually came off as very funny and generally sane. This post was entirely about trashing the Beckhams on shoddy pretenses and not at all about the actual magazine you were ostensibly reviewing.

  2. Kelly OBrien from Clarke Advertising and PR
    commented on: July 25, 2007 at 3:01 PM
    Dorothy: “Magazine Rack� is an afternoon delight for me and I look forward to the reviews. But as with anything, you can look for the good. W’s spreads are, as you mention, consistent with celebrity shock. This one brings some awe, too. I browsed this issue under the dryer at the salon and can’t think of a better periodic companion for that appointment. There’s no harm in enjoying a little eye-candy…even the busiest brains need a break. -Kelly

  3. Matthew Colella from Media Business Corp.
    commented on: July 25, 2007 at 12:49 PM
    Many Americans couldn't really care any less about David Beckham's pictoral layout with his wife in 'W,' but to label him a "pointless celebrity" couldn't be more inacurate.

    Calling David Beckham a pointless celebrity is akin to painting Brett Favre, Oscar De La Hoya or LeBron James with the same uninformed, inacurate brush. (Notwithstanding the obvious caveat that 'athlete as celebrity' has its own shortcomings to begin with.)

    Beckham's soccer resume is nearly peerless: Turned pro at 17 with Manchester United where he won six Premiership titles, two FA Cups and one UEFA Champions League; won one Spanish-league (La Liga) championship with Real Madrid; captained the English National team for five years; was twice the FIFA World Player of the Year runner-up and was once the highest paid footballer on Earth.

    He comes from a blue-collar family, built his reputation as a world-class athlete by working hard, dedication and teamwork, and is arguably one of the best soccer players on the planet.

    Parker probably thinks her take on 'W' is edgy, but in a larger sense, the feeling of superiority a magazine reviewer gets from blasting Beckham out of ignorance is far more pointless.

Leave a Comment

You must be signed in to comment. Sign In

Do you have strong opinions and inside knowledge about the topic of this article -- and do you want to share your insights, observations and points of view regularly with the readers of MediaPost? To be considered as a MediaPost contributing writer, please send pertinent info about your credentials, plus several column ideas and one example of your writing on the topic, to pfine@mediapost.com. Please see our editorial guidelines here first.



AUTHORS

ARCHIVES

Recent Magazine Rack Articles
American Photo   
If you just want tips on cameras, try Popular Photography. It's got rankings, choices and a...
Get Married   
Condé Nast recently shuttered Elegant Bride and Modern Bride. How can a new bridal magazine possibly...
New York   
On Oct. 14, Bruce Wasserstein -- CEO of Lazard. Ltd. and owner of New York magazine...
The Ring    
The Ring has a long and varied history dating back to 1922. For a while the...
Tennis   
Tennis magazine has streamlined its design -- and so has cover boy John McEnroe. Known...
Billboard   
Billboard dates back to 1894, but it's a huge understatement to note the magazine has seen...
Sky   
I was really glad that I'd stocked up on magazines before boarding a flight on Spirit...
Maine   
The launch issue of New England's newest regional pub dresses up nice. First, because any non-food...
Bookmarks    
Wow, even the letters are interesting in Bookmarks. That tagline -- "For Everyone Who Hasn't Read...
Outside   
Back in 1978, a letter in Outside's first issue stated that the magazine was "dedicated to...
>> Magazine Rack Archives 
ABOUT MEDIAPOST • MASTHEAD • MEDIA KIT • RSS FEEDS • PRIVACY/TERMS & CONDITIONS
©2009 MediaPost Communications. All rights reserved.
1140 Broadway, 4th Floor, New York, NY 10001
tel. 212-204-2000, fax 212-204-2038, feedback@mediapost.com