SHANGHAI — W Magazine made its China debut on Monday with a canopy story fronted by Gong Li, the 57-year-old Asian film star.

Lensed by Feng Hai, the editorial shows Gong going about her busy life in Paris and likewise features French actress Isabelle Huppert in a single version of the quilt art.

Mix Wei, W China’s editor in chief, said the aim of the black-and-white editorial was to indicate “familiar scenes from her[Gong’s] life outside of the limelight, as a traditional person.”

“We desired to document this cut-off date once we finally took off our masks and commenced to embrace the world. It feels each familiar and unfamiliar,” said Wei in an exclusive interview.

“You begin to query what was put to a halt for the past three years. We’re still relearning easy methods to relaunch into normalcy and start again,” Wei explained. By working with Gong, Wei’s longtime collaborator, he desired to create nuanced imagery that “will get people talking again.”

Founded by WWD’s legendary publisher and editorial director John B. Fairchild as a spin-off from WWD in a newspaper-sized format, the oversized fashion glossy W was later owned by Condé Nast and Future Media before being acquired by a three way partnership formed by Bustle Media Group, Mic and W Media in 2020. Along with China, W’s South Korean edition launched in 2005 under license with Doosan Group.

W Magazine’s Chinese edition is published by MC Style Media, a Beijing-based media company owned by Chinese apparel giant Heilan Group and independent investors.

MC Style Media can be the publisher of Marie Claire China.

Laying out the template for W China, Wei said the style glossy would prominently profile leading industry figures “with a way of lightness.”

“W has all the time been known for its coverage of industry big shots, be it celebrities, stylists, or writers. They’ve very much proved themselves within the industry. In China, the creative industries went through a period of ‘trying too hard,’ so I need to bring a way of ease. As if the clouds have passed and a light-weight breeze is blowing in your face,” said Wei.

For its launch issue, “The First Issue,” W China hosted conversations between celebrities corresponding to actresses Joan Chen and Kara Hui, singers Sally Yeh and Sammi Cheng, and CCTV hosts Zhou Tao and Ni Ping.

“Sammi and Kara each experienced a variety of ups and downs of their lives after coping with mental health issues. In that sense, that they had to maintain on reinventing themselves and explore recent life possibilities. Zhou Tao and Ni Ping left CCTV at the peak of their careers but managed to carve out recent paths that carry on inspiring the audience,” explained Lily Lee, W China’s celebrity features director. “How will we face loss and uncertainty? These figures have set good examples.”

On this 12 months’s following 4 issues, or volumes, to be published bi-monthly, W China will concentrate on Chinese film directors, the art world, the music industry and outstanding performers of the 12 months.

Dropping hints for the September issue, Wei said the publication will work with “a designer of an enormous fashion house” on an exclusive cover story to “document a crucial fashion moment.”

Wei said he wants W China to form an organic connection between the style and art worlds, which is why W China launched its WeChat official account during Art Basel Hong Kong with a feature story on Yayoi Kusama.

Written by the American journalist Arthur Lubow and translated into Chinese, the story featured a bit of never-seen-before artwork by the prolific artist.

Subsequent posts published on WeChat included a story about Chinese designers in Paris and a bit on how young creatives are inspired by late legendary designers corresponding to Vivienne Westwood, published on Tomb Sweeping Day.

“We have now a responsibility to work out two things: one is easy methods to resonate with the local audience, and secondly, we now have to search out a solution to present China and Chinese creatives to the world, have the remainder of the world be fascinated about China again,” said Wei.

Known for his work as a celeb stylist for stars like Shu Qi, Ziyi Zhang, Zhou Xun and Song Hye-kyo, Wei quickly assembled a team. His editors include Xiaomu Fan, former fashion director at Harper’s Bazaar China, later widely known for engineering Peacebird’s brand revamp. Fan is currently W China’s editor at large.

Former GQ China senior features editor Lee has been named W China’s celebrity features director. Chuyu Wang, former T Magazine China’s features director, is W China’s features director; Austin Feng is styling director while maintaining the identical post at Marie Claire China, and Fei Song, former film editorial director of Harper’s Bazaar China, has the identical title at W China.

On the business front, W China will take an analogous approach as Marie Claire China, which ventured into shopping malls with MC House, a retail, exhibition and event space in Shanghai and Chengdu.

“We will even create a physical experience around W China,” said Wei. “It’s about making a lighthearted approach to assist people connect.”