French Vogue (Photo : Vogue)

Vogue Paris is set to revamp its look with the September issue, which hits newsstands August 23. Emmanuelle Alt takes over as Editor-in-Chief after Carine Roitfeld's departure, creating a brand new image for the beloved French mag. "It is very important to make your mark on the layout, to have a magazine tailor-made for the content you want to have," she said.

The magazine gets a major makeover with cleaner and lighter design and reworked typography. The magazine will also retrace its roots and use a craft-paper-like brown background which will make the pages look like the Vogue from the Sixties and Seventies. Alt seems to be following Saint Laurent Paris' creative director Hedi Slimane, another new boss who wants to return to the original ways.

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Some sections will be named under new titles like "The Editor's Letter" to now its former title "Le point vue de Vogue" (Vogue's Viewpoint). The purpose is to capitalize the Vogue brand. "Zoom," a section featuring Vogue editors' favorite accessories, is now "C'est Vogue" ("It's Vogue"), while "Livres" ("Books") becomes "Les Livres de Vogue" ("Vogue's Books").
The magazine will also include a fashion opinion column written by blogger Garance Doré.

Alt and Condé Nast France president Xavier Romatet aim to reestablish the magazine's point of view with a chic, timeless identity. "Vogue Paris must have a Parisian point of view," said Romatet. "All the other Vogues carry a country name. Vogue Paris is the only one to carry the name of a city," Alt pointed out. "Everyone fantasizes about Paris. It's the concept of the 'Parisienne.' The 'Parisienne' is a girl who makes people dream worldwide, rightly or wrongly, a girl who represents a particular style, a taste, an allure."
The upcoming September issue, which runs about 420 pages, is themed after the color black and features three different covers. Photographed by Mert Alas and Marcus Piggot, the cover girls Kate Moss, Daria Werbowy, and Lara Stone all grace the covers wearing the same Dolce and Gabbana black dress. Alas and Piggot also shot 64 fashion pages for the issue.
Romatet believes the change will create better sales for the brand. "We are anticipating 2 to 3 percent growth in 2012," Romatet said. Vogue Paris' revamped website, vogue.fr, has already gotten great reviews. "The number of unique visitors to the site is up 35 percent since it was relaunched in February 2012, and advertising revenues on the site have doubled," Romatet said.