Harpers & Queen magazine has revealed plans to change its name in a bid to shake off its It-girl image.
It will be renamed Harper's Bazaar, after its US counterpart, from March.
The magazine has been known as Harpers & Queen since 1970, when rival publications Harper's Bazaar and Queen merged.
The rebranding is part of a plan to ditch the magazine's high society image and turn it into a fashion glossy.
The Jennifer's Diary section, chronicler of upper crust parties and weddings, was dumped last year.
Celebrities have replaced the aristocracy. The new name brings the magazine in line with other countries - the Harper's Bazaar title is available as far afield as Russia and China.
"We are pleased to be re-introducing the Harper's Bazaar name into the UK after an absence of more than 30 years," said Duncan Edwards, chief executive of parent firm The National Magazine Company.
"There are only a small number of magazine brands with truly global potential and power and this is certainly one of them. We are very confident about the positive impact this will have on the business."
Editor Lucy Yeomans said: "I am excited at the possibilities open to us at Harper's Bazaar. Introducing this powerful international fashion brand to the UK market is an opportunity second to none."