It’s August, and this being fashion, that means September – September issues, that is, all hitting the coffee table with a reassuringly weighty thud. These glossy fashion magazines traditionally herald the new season’s major trends, complete with a bumper crop of advertising. Indeed, the advertising campaigns outweigh the editorial, both literally (the September US Vogue has 665 pages of ads v 237 editorial) and, in some cases, visually.
Advertising matters not only as a sign of the economic health of the fashion and luxury industry but also as a tone-setting exercise for the whole season. These images – be they good, bad or just plain bonkers – is how fashion should look, straight from the designer’s eye, so take note.
