W Magazine is set to debut a new edition of the fashion publication for the Chinese market under a partnership with MC Style Media, the publisher of Marie Claire China.

Led by chief executive Alex Sun and editor-in-chief Mix Wei, W China’s first print edition will go out in April and subsequently on a bi-monthly publishing schedule. It will debut digital content this month including on social platforms WeChat, Xiaohongshu (RED), Weibo, Douyin and Instagram. MC Style Media acquired Marie Claire China in 2018 and is behind other fashion titles in the market, including MC NOW and Milk Enfant. This would mark the second foreign edition of W Magazine — in 2005, it launched W Korea.

Separately, the US edition has named Kevin Tekinel and Charles Levai, the founders of Paris-based branding agency Maybe, as creative directors-at-large. Founded in 2019, the agency’s client list encompasses Louis Vuitton, Hermès, Coperni, and The Row. The pair’s previous editorial experience includes time as the creative directors of L’Uomo Vogue and other work with Vogue Italia, System Magazine, and Le Monde D’Hermes.