Speaking at a fashion symposium in London this week, British Vogue editor Alexandra Shulman admitted the Vogue UK Magazine cover from 2011 featuring Adele is one of its worst sellers ever.
It’s not so surprising, since certain types of celebrities just don’t sell; they don’t translate, they aren’t as everyday/ every-woman or relatable, they aren’t fashion enough. There can be a demo disparity, or an age disparity, or a lifestyle disparity.
In this instance, said Shulman during the ToMax talks Fashion & Fantasy event, it’s a little from column A and a little from column B, because “music stars haven’t sold at all well.”
Shulman continues: “Adele is the most popular woman in the world, but one of the worst sellers we’ve ever had. I find there has to be a relationship with the person on the cover that goes beyond how they look. Our most successful cover was the millennium issue, which didn’t have anyone on it, but acted like a mirror so you could see your own reflection.”
