As we emerge from Covid gloom, Elle, Harper’s, and Vogue shine the spotlight on bright colours and razzle dazzle.
In an unusual move, the cover of British Vogue features the time the photograph on it was shot: 4.57am. The cover of British Vogue features Gemma Chan, actor and activist, reclining on a boat in the Thames at the rising sun. It is symbolic of the new beginnings in September’s glossy magazines. They are the largest, most significant and bulkiest of the year. They also signal what is to come in the industry over the next few months. They signal not only a new season, but also what to expect from post-pandemic dressing (even though the pandemic is not yet over).
From Vogue to Elle and Harper’s Bazaar, this year’s offering, which is slimmer on the ground than in recent years, since Marie Claire stopping print in 2019 and Katy Grand exited the industry, seem to be on the same page in terms of laying out new sartorial spirit. They say now is the right time to wear sequins and silver, and dress up for parties, going out, and not just for sitting on sofas. The 21st century is like the 1920s, which brought flappers and flamboyance after the First World War and the 1918 flu pandemic. After the Covid restrictions, which caused stasis and the rise in elasticated waists, the vibe is one that encourages creativity and hedonism.