Are we worshipping the wrong magazine?


I say fashion you say Vogue. Fashion-Vogue, fashion-Vogue. Maybe you don’t…

Vogue is synonymous with fashion, it’s known as the fashion bible to many. Carrie Bradshaw declared she’d rather buy the magazine than have dinner because she felt it fed her more! Granted, she said this in 2001 so she could have still been delirious from the turning of the millenium. Perhaps, I missed the good ol’ days. Either way, gal needs to get her priorities straight.

I’ve bought Vogue, I’ve had subscriptions to Vogue. It’s a peep hole into another world in many aspects and showcases so many wonderful designers. However, I’m getting bored. I even cancelled my subscription – gasp!

I noticed I was getting bored when I started benching my latest copy. I couldn’t bring myself to peel back the cover and be faced with the hurdle of ads before you get to any actual words. Granted, a large part of Vogue is the ad campaigns because they feature the latest clothes but I feel like the romance of it all is disappearing. After the 10th page of gaunt moody faces and brand names, I can’t say I’m interested. It started to feel like I was paying Vogue to give me Gucci‘s leaflet or link me to Prada‘s website. Vogue isn’t cheap. I want an expert on clothes to talk to me about what interest them.

I started writing this post before the whole controversy of Lucinda Chambers unceremonious dismissal (British Vogue’s fashion director). She herself admitted that one of the latest covers of Vogue was boring, featuring Alexa Chung. Her big bitch fest was the sweet relief I’d been looking for. The validation that I wasn’t going crazy or just had no concept of real fashion.

The fashion world has been gravitating towards bloggers, influencers and personalised fashion for some time now. A world where “realness” sells, which causes a conflict with “brand image” as a person is ever changing and evolving. That’s not to say big designers don’t do that but it’s a constant battle with identity. How can you change but stay the same? Can you?

I don’t think the problem stems from the big designers. I think it comes from this exclusive window that we’ve been allowed to peep through. As access to everything has opened up via the internet we get bored now by a restricted view.

If you follow British Vogue on Facebook you’ve probably witnessed the never ending waves of posts of Gigi Hadid and Kendall Jenner. The people are MAD. They comment on these posts constantly complaining that they’re sick of seeing their faces and these awkward curated videos. I don’t need to see Gigi Hadid bake a cupcake. I want to see ART.

Vogue hasn’t been listening because their hands have been tied ever since they opened up the worm hole of deep advertisement. Like Chambers said in her Alexa Chung shoot, the decision fell down to advertising Michael Kors in a certain way. Vogue used to call the shots and say what fashion is. That’s what gaining it’s respect in the first place. That’s what they need to recapture. Vogue’s identity has been lost amongst the designers it represents and it needs to claw it back, before it’s too late…



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