W Magazine's September Issue Features Gigi Hadid as the ‘Post It Girl’

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It's the first week of August, which means it's about time for the September issues to start to roll in. Two international covers were revealed this morning (Emily Ratajkowski on British GQ and Emma Watson on British Vogue) but W is the first big American magazine to unveil its cover: Gigi Hadid, shot by Steven Meisel. The accompanying editorial is dubbed, "Gigi Hadid: The Post It Girl."

But what is a "Post It Girl," really? The article explains it like this: "With their potent combination of family lineage, social-media influence, and sex appeal, Hadid and her fellow new-generation models—Cara Delevingne and Kendall Jenner—should be called the Post It Girls: They are instant celebrities who built their fame online." It almost begs a comparison to Vogue's 2014 September issue, where a slew of models lined up under the headline "The Instagirls," a name that was derived basically under the same reasoning.

In general, it's a bit of a gamble for magazines to forego celebrities for models—Vogue's "Instagirls" cover ended up driving down newsstand sales by 28%. It'll be interesting to see how W stacks up this year, especially coming off of last year's Rihanna cover.

A photo posted by W magazine (@wmag) on Aug 3, 2015 at 7:07am PDT