The Girls director/actress/writer and all round millennial poster girl is set to cement her zeitgeist status with a foray in the lifestyle industry. Dunham is setting up a weekly email newsletter called ‘Lenny’ that will cover feminism, style, health, politics, friendship and everything else. The tagline is “there’s no such thing as too much information”. So far, so on brand.
Dunham is co-founder of Lenny alongside longtime collaborator Jenni Konner – see what they did there? – and the publication-of-sorts promises “moving personal essays, engaged politics, singular style, and a proud display of shorteralls.” Jenni and Lena have worked together on Girls these past few years, so are in sync when it comes to establishing a distinct and funny voice. In an interview with Buzzfeed Lena was very excited about the endeavour, saying it will be for “an army of like-minded intellectually curious women and the people who love them, who want to bring change but also want to know, like, where to buy the best tube top for summer that isn’t going to cost your entire paycheck.”
As for the ezine’s content, Jessica Grose will be editor-in-chief and the idea has plans to become a website with an array of women writers from around the web on the roster. Grose used to write for the popular feminist website Jezebel, which made an enemy of Lena last year, after it put up a reward for unretouched images from the actress’ US Vogue cover shoot. It was a pretty shocking attack on the 29-year-old, who deals with a lot of BS anyway, and led to a lot of feminist internet firefighting, so it’ll be interesting to see if any rivalry develops between Lenny and the site.
As for Goop comparisons, Lena is alright with that. We love Goop,” she told Buzzfeed. “Jenni and I have always been obsessed with Goop. We feel strongly that even if some of it is aspirational, it’s aspirations like ‘I want to know how to take care of my body and soufflé something.’”
Lenny arrives in inboxes in September. Sign up here if it catches your fancy.