Stefano Tonchi’s W revamp involves a new italic logo; a new tagline. “it’s not just women’s fashion, but the world of style and, more exactly, our five Ws: the who, the what, the where, the when and the why in the world of style”; and a new direction. “It’s more about fashion in the context of contemporary culture.” The September 2010 issue, which gives a first look at Tonchi’s front to back W makeover, features up-and-coming actresses Kat Dennings, Jessica Chastain, Yaya DaCosta, Greta Gerwig, Mary Elizabeth Winstead, Jennifer Lawrence, Emma Roberts, and Zoe Kravitz in three triple-page foldout covers, which according to Tonchi the magazine has never done before, photographed by Inez van Lamsweerde and Vinoodh Matadin. The main cover headline reads “Great Expectations” because Tonchi “wanted to have some self-irony, because there are so many expectations about what this W will be,” and Lynn Hirschberg’s name is listed on the cover because Tonchi “want[s] to put writers’ names on the cover. The content — the writers — are going to have a strong place in the magazine.”