Vogue is really working hard to pick up its social media game. The magazine has actually turned over its all-important September issue to — GASP! Dun dun dun… — models.
The trend over past years has turned to putting Hollywood actresses, even reality stars, on the covers of magazines. So for Vogue to turn over not just any cover, but the monster Fall issue cover to a group of models is a big deal.
But these aren’t just any models. These are #instagirls. Back in the 90s, we had supermodels: Christy Turlington, Naomi Campbell, Linda Evangelista and Cindy Crawford among them. Basically, the cast of George Michael’s “Freedom” video. Nowadays, models have not risen to that pop culture level so that we’re all on a first name basis with them. Instead, they have a powerful presence on social media.
Vogue is hoping to capitalize on that by turning over its biggest cover to these tweeting, Instagramming digital fashion celebrities.
Vogue has been aggressively trying to make a way in digital. And while putting models on the cover won’t necessarily solve the problems that are outlined here, it will go a long way towards generating buzz and exposure.
The three models gazing out at us — left to right: Joan Smalls, Cara Delevingne and Karlie Kloss — are recognizable to anyone who has been following fashion in the least over the past couple of years. But these women, Smalls and Delevingne in particular, also have dedicated online followings.
Delevingne, a tabloid staple because of her friendship with Rihanna and her past relationship with the actress Michelle Rodriguez, has 6.5 million Instagram followers. Her post from yesterday was her Vogue cover, her first according to the caption.
Vogue has been actively seeking out digital influencers, handing over one cover to the #WorldsMostTalkedAboutCouple, Kim Kardashian and Kanye West, perhaps not the most fashionable couple, but certainly a heavily retweeted and IG ♥-ed one. This is one more step in that direction. And the magazine has a video to go along with it, maybe hoping for a little viral action.