In addition, like other advertiser-heavy local glossies that have been sprouting up like scandals in Washington, FW will be available in "luxury hotels, elegant spas and FW events."
The big question: Is there room for another Washington-based magazine?
"Ultimately, I think that anything that reflects and supports the growing excitement about fashion and the arts in Washington is a fantastic thing," says Rachel Cothran, founder of ProjectBeltway.com. "Much of the content will remind readers of what they've seen in the existing magazines around town (and they'll all have to fight that much harder for exclusive content), but I think that FW has an opportunity to do things a bit differently and stand out.
"The publication is broken down into sections, including 'Style Setter' (checks in with 'big names on the national and local scene, including designers, shop owners and other celebs'); 'Lush Life' ('what's new and hot, from just-opened boutiques and fresh jewelry lines to design-minded books and exhibits'); and a style-advice column called 'Obsessed by Dress.'
"There's also a 'Scene Stealers' section dedicated to 'high fashion at high-profile events.' This will, I suspect, work much more like the who-was-there pages we've all seen in local magazines around town (but way more condensed, thank goodness)," says Miss Cothran.
"Yet one question remains," Erik Wemple, editor of Washington City Paper, wrote recently of the new magazine. "In its promotional lit, FW says that its audience will 'read about the fascinating cast of characters-designers, shop owners and famous faces contributing to Washington's fashion scene.'
"Just who are they talking about here? And where's this fashion scene? At Cosi or something?"