Vogue for the "Real" Woman

            Following Diana Vreeland in 1971, Grace Mirabella became editor-in-chief at Vogue magazine.  Her goal was to change the magazine’s target audience and focus more on “real” women.  She quickly moved away from the fantastical fairytale like images Vreeland constructed, concentrating on more practical clothing that working women would find useful.  For this reason, the women on the covers of Vogue magazine seemed very similar in attire and stance.  In many of the covers, the women are wearing little make-up, their hair is usually down or done with little effort, and their clothing has little to no detail, usually lacking patterns or designs or any sort.  In addition, all of the women are staring straight ahead at the camera.  The backgrounds of the covers are solid colors, on many occasions white plain backgrounds.                         

            What is interesting about the covers under Mirabella’s influence was the increase in text.  It is possible that this change has to do with the fact that the magazine changed from a biweekly magazine to a monthly magazine during her time as editor-in-chief.  Because there is a larger time gap between the magazines, there is more to promote on the covers and to address within the magazine.  The text discussed ways to enhance one’s beauty.  The magazine had evolved from just a woman’s guide for what to wear.  It quickly began to serve as a guide for women’s health and beauty.  It no longer was just about clothing, it was about the woman as a whole.  In addition, expenses were taken into account and bargain shopping came into focus.  Women were now being informed on the best shopping deals.  Fashion no was no longer for the upper class, stay-home women.