GWYNETH, TAKE 2: Gwyneth Paltrow is still plugging Dior handbags, but you’d hardly recognize her. Gone is the prim, glamour-girl-next-door look that appeared in ads in February magazines. This time, designer John Galliano and photographer Nick Knight doused the actress with oil and captured a more lascivious side. It’s all in the name of “coherence,” said Dior execs, referring to the current fashion campaign with Gisele Bundchen and Rhea Durham nuzzling and straddling one another. Oil’s one thing, but Dior knows better than to push a nice girl too far. No lesbian overtones for Gwyneth. “She’s a star,” said a Dior spokeswoman. “She could only be on her own.” The hot campaign broke this week internationally, but not in the U.S., where her tame image will remain intact.

TOMMY TESTS TESTINO: Tommy Hilfiger has tapped Mario Testino to shoot his fall women’s and men’s sportswear campaign, WWD has learned. Struggling to get its core brand back on track, Hilfiger recently said it would bring back more “tried- and-true Tommy” advertising, rather than the rock ‘n’ roll campaigns of last year. Hilfiger could not be reached for comment.

SECRET’S OUT: Hachette Filipacchi, the publisher of Elle, is getting ready to launch a new fashion publication in France next month. An inside source said the new venture, to be called Isa, will make its debut May 15. Similar to the monthly, mid-range British fashion magazine She, Isa will feature fashion, decor and short articles. Isabel Catalan, who comes to Isa from the young women’s magazine Jeune et Jolie, will be the editor, the source said. A spokeswoman for Hachette Filipacchi declined to comment.

MOVING ON UP, AND OVER: Mary Alice Stephenson has been promoted to fashion director of Marie Claire, succeeding Carlyne Cerf de Dudzeele, who left the magazine to pursue a freelance career. Stephenson had been senior fashion editor at Marie Claire and will be succeeded by Lucy Sykes, who had been fashion editor at Allure. Sykes’s successor at Allure has not been named. In other Allure news, Danielle Pergament has joined as beauty editor, succeeding Kristen Perrotta, who was promoted to beauty director.
Nancy Roth, American market editor at Allure, has been named senior market editor for the American and London markets at Mademoiselle, succeeding Melissa McElhatton and Gina Kelly Maher, both of whom have defected to dot-coms.