So yeah, fashion circus had another reason to get a grip this week. Alexandra Shulman was interviewed on BBC Radio 2, by guest presenter and singer Lily Allen.
And of course came the question about the size – of models that Vogue (and fashion magazines in general) cast on covers.
I was shocked by Alexandra Shulman’s answers; not because of the sort of business cynical attitude but because of the lack of understanding of her own business.
“People always say ‘why do you have thin models? That’s not what real people look like’ But nobody really wants to see a real person looking like a real person on the cover of Vogue (…) I think Vogue is a magazine that’s about fantasy to some extent and dreams, and an escape from real life. People don’t want to buy a magazine like Vogue to see what they see when they look in the mirror. They can do that for free.”
It’s a traditional answer from magazines that don’t want to change. But the argument is very strange: “thin” models would then generate more fantasy than other sorts of bodies? How about the dozens of actresses that are picked on Vogue’s covers? Are they all members of the thin-club. It’s also strange for a Vogue ambassador to put the responsibility on the readers: if Vogue was really THE trendsetter, THE institution, it should be able to generate change, impose new faces…and not lag…Maybe Vogue could have a look again to All Walks beyond the Catwalk that a lot of its own “Bible” editors supported?
It’s seriously misunderstanding the new usages of Vogue’s readership (average age: 33…). Let’s talk about Instagram. Instagram is all about reality and the fantasy of this reality: filters are new creative enablers. Starring people in their whole diversities, just made of more with these effects. Rising stars with very diverse bodies and styles generate more engagement than the full circulation of Vogue per month. Just to say.
I am a bit disappointed because Vogues does not surprize me anymore. Sparks of creativity are now very rare; we still find them when external contributors or new editors are scouted and are allowed to write few lines.