The rather contrived aim (aside from promoting the London Olympics) is to lure soccer moms with shirtless photos of the 37-year-old getting out of a pool. None of the three covers, two newsstand, one subscriber, are overwhelming though. There’s a distinct pang of disappointment in the missed opportunity and the reductiveness and pandering of the entire production.
It could have been elegant, it could have been controversial, it could have been… more. Yet it feels like one of his underwear ads, and it feels safe. The first and only male on cover is a safe choice, wearing safe fashion, in safe poses. Perhaps British Elle’s editors were weary of scaring off the undecided newsstand buyers.
The only quote from the interview so far is: “How would I sum myself up? I don’t know, I prefer other people to do that… Erm… a little bit shy.” On Monday, wife Victoria Beckham posted a link to Elle’s preview with the caption: “Looking good on ELLE UK.”