Allure’s makeover is afoot under its new editor in chief Michelle Lee.
According to sources, the Condé Nast-owned glossy has suffered about 15 layoffs, many of which are at the top of the masthead and included creative director Paul Cavaco, who was honored by the Council of Fashion Designers of America in 2014.
A company spokesman did not comment on specifics of the cuts but said: “Michelle has a clear vision and strategy to grow and expand Allure in print, digital and video. We will be announcing new additions to the creative team shortly.”
Sources told WWD that the cuts were in the fashion and design departments, and included senior editors and directors such as design director Deanna Filippo. Other people cut included the features director, deputy editor, beauty director, managing editor and articles editor.
Lee is expected to reveal the new team shortly.
The changes backstop Lee’s appointment in December, following the dismissal of founding editor in chief Linda Wells.
Shortly after Lee took the helm, Allure did away with its slate of well-known contributors, who include Jeffrey Slonim; David DeNicolo; contributing editor-at-large Joan Kron, and Brooke Hauser.
The measure permitted Allure to shore up costs after what many indicate was a difficult year. According to data procured by WWD, the Publishers Information Bureau said Allure’s print pages fell 13.5 percent to 763 advertising pages from January to September of last year.
The Alliance for Audited Media said total paid and verified circulation for the year hovered just above one million, as total single-copy sales cratered to 57,125 in November, which is 33 percent off of the first-half average of 85,249 copies sold.
Still, newsstand declines are pretty standard today, and according to Magazine Media 360 measure, Allure was gaining ground on the digital front, with a total 360 figure of 9.4 million editions in the first half of 2015, up from 8.4 million a year earlier. The increase was driven by mobile and video, two areas that will be a focus for Lee as she puts together her team.