Pssst... Luella magazine is a hoax

Rumours of the designer's bi-annual magazine quashed. By Fiona Raisbeck

The internet has been buzzing lately with rumours that the fashion journalist-turned-designer Luella Bartley is going back to her roots to launch her very own bi-annual magazine. The Cornwall-based fashion designer, who previously wrote for British Vogue, Dazed & Confused and The Face, swapped her pen for a needle and thread back in 1999 to launch her label, Luella, famous for its quirky and unmistakeably British clothes often seen on cool young things like Alexa Chung and Georgia Jagger. It was whispered that "Luella" magazine was due to hit newsstands in the spring, would be brimming with fashion and also feature a "star-studded contributor's page".

However, a Luella spokesperson confirmed today that the cover picture featuring British model Jourdan Dunn (see left) doing the rounds on the web is in fact a fake. She said: "The rumours are simply not true. There is no Luella magazine. We keep telling people that it's not happening but they run with the story anyway. It just goes to show that people will believe anything that they read."

Picture: The fake "Luella" magazine cover

See which style-savvy celebrities have been spotted wearing Luella in Everyone's Wearing