>> Jack McCollough and Lazaro Hernandez seem to be digging the fashion film approach: two weeks ago, it was a short film of Vanessa Traina at the beach to promote their tie dye tank; last week, it was a teaser for a short film they did with Kids director Harmony Korine, featuring the Fall 2010 Proenza Schouler collection, which will debut on their website in September; and this past week, they released another video — this time a behind-the-scenes look at the shoot for their first ever print campaign. Styled by their show stylist Marie Chaix and photographed by Daniel Jackson (who also did the honors for Alexander Wang's T campaign), the shots feature twins Ann Kenny, Kirby Kenny, and Tati Cotliar.

>> W's publisher Nina Lawrence introduced the latest iteration of the magazine — under Stefano Tonchi's guidance — as one with more international slant, a magazine "younger and more sophisticated as far as voice."

In addition to a plethora of ads — Tonchi has to prove he can sell the magazine, after all — the issue includes a closeup of Lindsey Wixson's lips; a story exploring designers suddenly liking curves, because, according to Tonchi "it is not really true — [the designers] just love women with breasts"; a spread with Georgia May Jagger; a portfolio Tim Walker submitted of young people from his neighborhood in East London; and a profile of Riccardo Tisci.

The issue hits newsstands nationally on Aug. 24, and the magazine's website is getting a "facelift" the first week of September. Because the magazine is procured with a global outlook, there are no international editions in its future, a la Vogue, according to Lawrence, but there could be regional sections for Italy, France, and the like (assuming all goes well).

Tonchi said the October cover was shot last Saturday, but no further hints were given . . . although Lynn Hirschberg, who has a hand in the cover choices, according to Lawrence, did say that they are trying to get away from the uniformity and sameness of cover choices — "although we may end up in that arena [eventually], it's nice to be in the newness, to register in a different way [for now]."

A peek at two of the spreads in the September 2010 issue in the gallery below.