W magazine editor-in-chief Sara Moonves launched WYouth, a new teen publication, driven by nostalgia and a gap in the market. The project began when director Sofia Coppola suggested a teen version of W to Moonves, who had grown up reading titles like Tiger Beat and Teen Vogue. Many classic teen magazines, including Seventeen and Sassy, have ceased print operations, leaving a void for today's youth.

Moonves rescued W from extinction in 2020 by partnering with Bustle Digital Group, transforming the publication and increasing print frequency. WYouth aims to capture the desire for tangible media, as Ava Nirui, who runs Heaven for Marc Jacobs, noted that teenagers are yearning for pre-internet experiences. The magazine's debut issue releases on September 15, featuring Justin and Hailey Bieber on the cover.

It represents a bet that print can be resuscitated and made fresh for 2026, competing with social media's dominance. The publication blends art-world aesthetics with celebrity culture, targeting readers who want something to share and enjoy offline.