Covering Up

Above is the April cover of American Vogue, and below is British Vogue's cover for the same month. I like British Vogue's cover a lot better, but being a dedicated Vogue-aholic I read both.

British Vogue's cover featured Kate Moss in a Prada jewel gown against a white background and used bright pink and bold black headline fonts. The combination is youthful and fresh, but the funky gown keeps it fashion forward.

American Vogue's cover looks like the cover of "Prevention" or "Women's Health" rather than the authority in women's fashion. Gisele Bundchen sports a non-descript off-the-shoulder tee with short shorts, striking the obvious, expected hands-on-the-hips pose. Indeed, the picture says, "I'm a beautiful, healthy happy woman whose face the general public knows."

However, the pose, the outdoor background, and the hyped-up headlines (the largest saying SHAPE UP) don't lead the reader to expect the cutting edge fashion spreads, in depth editorials and features (including a touching homage to Alexander McQueen by Hamish Bowles) that actually occupied the nearly 300 pages of the April issue.

But why would the magazine with more fashion experts on stuff than any other publication elect to use such an edgeless cover? One can't help but wonder if Vogue is seeking to expand its client base by mimicking another genre of monthly mags: health and fitness magazines. They're are all the rage with the wealthy women of today as fitness has become a luxury good. These women are attracted to the sight of a healthy, happy miracle woman who is stress free, eats well but eats healthy, and enjoys an altogether carefree lifestyle. Kate Moss in a dress made of jewels conveys this message less than healthy, happy Gisele.

Ana Wintour (the E.I.C. of American Vogue) is legendary for her business prowess, and perhaps a cover that appears too sunny and predictable to a 20-year-old fashion freak like myself may actually be a strategy to attract the wealthy 45+ women who eat up the health and fitness mags to Vogue. Bringing that demographic to the Vogue reader bank would increase the exposure of all the designers advertising in the magazine, giving Vogue an even greater stronghold as the fashion authority.