Since she obtained the title as editor-in-chief in 1988, Anna Wintour has encountered both positive and negative feedback. While she has been acknowledged as the reason for Vogue magazine’s revamping after years and years of what were called the “beige years” under Grace Mirabella, others argue that Ms. Wintour has a very hegemonic view that is consistently represented through the magazine’s issues.
In a recent article on Mediaite, Ruthie Friedlander analyzes the four most recent Vogue covers, stating, “someone in the office likes blondes”. She is referring to the fact that the four covers have simultaneously displayed blonde women—“ September was Charlize Theron, October Michelle Williams, November's cover featured the stars of the upcoming movie Nine, half of which are blondes, and this month, a platinum Cate Blanchett reigns as cover girl”. It is apparent that the magazine has being promoting a certain type of woman for the past few months. All of these women are white, blonde, thin and youthful.
However it can also be argued that Anna Wintour brought a new worldview to the fashion industry that was new and innovative. The initial covers produced under her power are known for being shot outside of the studio in a natural environment. The women on the covers were placed in beautiful scenic backdrops that brought more detail and light to the images. Ms. Wintour brought more of a variety to the covers with the use of space. The covers had more variety in the location of the photographs, the women’s poses, styles, etc.
In regards to the use of text on the covers, it began to have more of a focus, increasing in text size and positioning on the page. While text was apparent from time to time on the Vogue covers in the past it was strategically placed on the sides of the page as to not interfere with the image of the woman on the cover. However this was not the same after 1988. Text began to appear in the center of the page in different fonts, colors and sizes. While it did not take away from the image of the woman, it became more of a focus, something to take notice of. At the same time, the text focused mainly, if not always on the latest fashion trends, “rock fame fashion” (December, 1992), “The best of a great new season” (September, 1992), “Winters great wearables” (November, 1991), “Spring collections, 132 fashion and beauty looks straight from the catwalks” (February, 1991). The magazine still placed most of its focus on the analysis and discussion of fashion styles and trends. The word “You” didn’t really have a place on the covers until the mid 1990s. Prior to this, the viewer was not directly addressed.
January, 1991
November, 1991
January, 1995 (A clear presence of the word "You")
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