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Tavi’s New Magazine Rookie to Launch on Monday

Tavi GevinsonThe fashion world has waited with interest to see what would come of the so-called Sassy-style independent project set to be launched by blogger Tavi Gevinson and we're about to find out. After rumors circulated that Gevinson would be joining Jane Pratt on her since launched project, the pair split ways as Gevinson decided she wanted "full control" and noted that the independence of the publication was important to her.

With that, Monday will see the launch of Rookie, but she's not doing it on her own. Lady Gaga said in her most recent column for V that Gevinson's "prodigious and well-written blog" was the future of journalism and it appears she's not the only one with faith in the young editor. In addition to having contributors such as Miranda July, Zooey Deschanel, and Jack Black, Larry Burnstein, publisher of New York Magazine, has stepped up to handle the site's advertising as well as former New York Times staffers as Story Editor and Project Manager. An odd move, seeing as the precocious blogger is famed for her cut and paste zines, but we'll just have to wait until Monday to see if her quirky, alternative style leads to commercial success.