Gucci, you had us at Jennifer Lopez. The high-end fashion brand was featured 108 times on the covers of the glossies for the fall fashion season, beating out Dolce & Gabbana (at 102 covers) and Louis Vuitton (104).
Dana Kruspr of Fashionista provides a great rundown of how brands are chosen for cover features, and the process gives an inside peek at the fashion industry and how it operates.
Explaining how Gucci nailed the top spot for the last year and half (they were also tops with their spring 2013 and fall 2012 collections), Kruspr explains that “brands who advertise in magazines definitely have the advantage. These powerhouses have the money to push its products, and the influence to get those samples on covers. As a result, only a handful of labels take the prize.”
She adds, however, that cash doesn’t guarantee success.
“To wit, Christian Dior and Saint Laurent presented its first ready-to-wear collections for spring 2013 under new designers — Raf Simons and Hedi Slimane, respectively — and we assumed the rampant hype machine would catapult both to the top five. But for some reason, only Dior ascended the ranks, managing an impressive second-place spot last season,” Kruspr explains.
We are relieved to learn that art – the pure creativity of a brand’s seasonal line – has a lot to do with its prominence, as it should. Gucci, for example, consistently ends their runway shows with to-die-for eveningwear pieces that truly stand out, making them naturals for the next round of covers.
Her predictions for spring 2014?