Why Skinny Sells Covers with Alexandra Schulman

Skinny sells magazine covers. Alexandra Shulman, editor-in-chief of Vogue UK, joined British pop-star, Lily Allen, Saturday on the Dermot O’Leary radio show on BBC Radio 2 to discuss some of the most controversial issues of the fashion industry.

Alexandra Shulman, editor of Vogue UK | Getty Images

Alexandra Shulman, editor of Vogue UK | Getty Images

When it comes to selling magazines Schulman laid importance on the idea that a cover model must have mass appeal, whose appearance will attract people who aren’t already interested in fashion.

“Broadly speaking, if you’re going to talk about a model or a personality, it’s kind of a quite middle view of what beauty is, quite conventional. Probably smiling, in a pretty dress, somebody looking kind of ‘lovely.’” Schulman depicts the cover model that, in the end, will ultimately sell the most copies.

“She’s the most perfect girl next door, better than yourself. People always say, ‘Why do you have thin models? That’s not what people look like.’ But nobody wants to see a real person on the cover.”

Cara Delevingne for Vogue UK January 2014 | fashiongonerogue.com

Cara Delevingne for Vogue UK January 2014 | fashiongonerogue.com

Why does Schulman continuously choose thin models for her glossy pages? In the past, she’s been known to blame designers who don’t have larger models walking down the catwalk, which would increase the sample sizes and therefore give her more flexibility in who she decides to portray in the magazine.

We probably won’t be seeing larger models or celebrities on the cover of Vogue UK anytime soon, or any fashion covers for that matter.

Cara Delevingne for Vogue UK January 2014 | wonderland-london.com

Cara Delevingne for Vogue UK January 2014 | wonderland-london.com

Vogue is a magazine about fantasy to some extent and dreams and it’s an escape from real life,” according to Shulman. “People don’t want to buy a magazine like Vogue to see what they see when look at in the mirror. They can do that for free.”

I’m interested to see if this trend will ever change.

By Alexa Pizzi

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s