New York-based W Magazine has announced the upcoming launch of teenage sister publication WYouth.

WYouth (pronounced double youth), will be rooted in W’s rich archives and thoughtfully reimagined for a new generation. 

Ava Nirui, the former Creative Director of Heaven by Marc Jacobs, the brand’s youth-focused line, will helm the project alongside W Editor-in-Chief Sara Moonves. 

Ava commented, “The idea for WYouth came from a conversation with Sofia Coppola and Sara Moonves, where we were thinking about the magazines we grew up with when we were teenagers. They were so influential and shaped all of the things we were obsessed with. We want to bring back that spirit, but for today, through pop culture experimentation and physical media, inspiring the next generation on style, beauty, and fashion history through the perspective of W Magazine.” 

Sofia Coppola and her teenage daughter Cosima Croquet, have been appointed Contributing Editors. Sofia states “Ava has such an incredible understanding of culture and fashion, and how they intersect to create something bigger. She not only recognises emerging trends, but actively shapes them, bringing fresh, thoughtful ideas to an audience hungry for something that was truly designed with them in mind. Collaborating with this team to create something in W’s signature, elevated style, with a hint of nostalgia for a new generation of W readers has been truly a dream.” 

The first print issue will debut in September 2026 and will be published biannually. WYouth will be half the size of a regular W issue, fitting perfectly in a backpack.