Iman is using her supermodel, super-traveler status to relaunch her website, Destination Iman, starting with the September issue that features a slew of designer spotlights (Rachel Zoe, Alexander McQueen, and Rachel Roy). The site is helmed by Iman as the editor in chief and Dana Randall of Built by the Factory as the editorial director, and the duo are on a mission to reach a span of the 57-year-old model's fans-from the diehard runway followers to budget-conscious shoppers. "She wants to feature things that relate to her own life and experiences," Randall says. "She's not afraid of touching on the high-end and couture designers, because that is something that is very close to her heart. But at the same time, she'll put an HSN flat from her line next to McQueen." ELLE.com caught up with Iman to find out how she plans to execute her vision.
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ELLE: What can we expect you to cover on Destination Iman?
Iman: The October issue will be all about animal prints. Pulling off a zebra-print dress can be challenging for some, but I will offer advice on how to wear it at all ages. We will also embrace how to incorporate animal prints and texture in your home.
ELLE: Who is your target reader?
Iman: The monthly issues are designed to inspire everyone from the New York 20-something fashion blogger to the corporate executive in her 50s.
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ELLE: How will you be covering Fashion Week?
Iman: We will be on the hunt, literally! Embracing the animal-print theme for next month, we are going for a street-style focus, capturing animal-print trends outside of the shows. If you are looking to grace the next issue of Destination Iman, then wearing your best animal-print ensemble outside of Lincoln Center is your passport to entry. Keep your eyes peeled for Dana armed with her photographer or iPhone!
ELLE: What makes this site stand out against other women's websites?
Iman: While my Ageless Chic column does feel like a typical blog with posts and a sidebar, the monthly issue is heavily inspired by the aesthetic of the print world. Each month, the site takes on the personality of the editorial theme-the buttons, backgrounds, headers, and footers all change.
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ELLE: How often can we expect to read pieces you wrote?
Iman: I am very hands on with this project. I both write and curate for the website. I have a certain manner of speech that is unique to me. I tried once to have my staff tweet for me, and it was a disaster! People knew right away that it wasn't me. For that reason, I cannot fake the readers. I will be here every month, twice a month writing my Ageless Chic column, and contributing to the monthly issue.
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