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.”