Betting on LOVE

It’s not unusual for a magazine, particularly a biannual, to release a special limited edition of a given issue. That’s what LOVE has done with 200 hand-numbered, box-set copies of its new spring offering, with Kate Moss and Lara Stone on the cover, shot by Mario Testino. What is unusual is to have Testino sign 50 of those and randomly distribute them to stores. Meaning, when you go into Dover Street Market or Condé Nast Worldwide News in London (the only two outlets to carry the issue so far) and you hand over £65, you won’t know if you’re one of the lucky few until you tear open the box. LOVE calls this the Willy Wonka method, although you might call it gambling. Fitting, then, that the issue is titled What’s New Pussycat, the song made famous by Las Vegas crooner Tom Jones. Unusual or not, the collector’s edition will soon be available at Tate Modern, The National Portrait Gallery in London, 10 Corso Como in Milan, and Colette in Paris.

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