Under Jay Fielden, Town & Country is going back to tradition in the September issue, which will unveil his redesign of the magazine. He’s installed an old logo from the Thirties and the cover features two generations of Hemingway women, which will no doubt please his median aged reader of 50. But not everything will be steeped in the Old Days. Coming soon to the wedding pages will be same-sex marriages. “We don’t want to be frivolous in how we do that,” said Fielden. “If the weddings we choose are of importance in one reason or another, we have to use the same set of criteria for any wedding.”

Fielden also wants to introduce longer, more in-depth features to the Hearst title. The September issue’s “education pot-stirring moment” will be a piece questioning “Is Bard the New Brown?” Fielden asked a writer that’s used to stirring things up — Bard alum Matt Taibbi — to dig in. “It’s a tender piece for Matt, I would say,” Fielden said. “I think we’ve found his softer side.” Fielden, former editor of Men’s Vogue, attended the couture shows in July with new publisher Valerie Salembier but, in terms of coverage, he doesn’t plan to evolve Town & Country into more of a fashion magazine. “It’s not edgy, it’s general interest,” he said. “We will look for things of interest but they are not fashion sports page kind of people” he said of his readers.

This story first appeared in the August 9, 2011 issue of WWD. Subscribe Today.

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