British Vogue Magazine Research

British Vogue is the UK edition of the globally renowned fashion and lifestyle magazine Vogue. It has been a leading authority on fashion, beauty, culture and lifestyle since its first publication in 1916 making it the oldest international edition of Vogue and also the third most successful. Anna Wintour manged British Vogue for 2 years (1985 –1987) before her legendary role at Vogue USA helping to diversify fashion representation. Even today it remains a key voice for new trends in the fashion industry heavily influencing people. As of 2024 British Vogues circulation exceeds 1.8 million while mirroring British Society balancing glamour, activism, literature and art. The magazine is published monthly by Condé Nast which is a global media company which also publishes magazines such as Vanity Fair, GQ, Glamour and The New Yorker. Which fits into Curran and Seatons theory of that the media is controlled by a small number of companies primarily driven by profit and power and the idea that media concentration generally limits or inhibits variety, creativity and quality which I feel is partially true due to the fact most of these magazine have extremely similar formats without much variety and risk taking.

Due to Vogue’s nature of showcasing and focusing on trends of the month it attracts the “aspirer” and the “mainstreamer” from Young and Rubicam’s 4C’s model. Vogue mainly attracts the “aspirer” as they look for media products that will help them fit in with other people and Vogue perfectly fits into this category as each edition has current luxury high end fashion and viral products in their checklist sections and advertising feature at the back of the magazine while also having a directors cut which shows the newest trending beauty products that all the celebrity’s are using. It could also achieve their goal of feeling good about themselves as the magazine has a health and wellbeing section too! The magazine also attracts the mainstreamer due to its nature of highlighting current trends while leaning on familiarity which is the “mainstreamers” core need by having guaranteed monthly editions and using familiar celebrities who already have an established fanbase such as Billie Eilish, Dua Lipa, Kylie Jenner, Florence Pugh etc on the covers which minimises risk and maximises audience by using a pre existing fanbase hoping they end up loving the magazine and continue to buy them while also adding to their core need of a product they can trust. Looking at a demographic profile Vogue’s target audience is women around the age of 15-25 however it is trying to reach as many different ages as possible by its use of print and its online presence such as its online website and social media accounts which helps them target various different age groups and shows its progressively with the current times.

TEXT ONE - FRONT COVER

The format of Vogue is pretty similar every month with the same iconic masthead being used which is instantly recognisable to consumers of the Vogue brand as its been their visual identity since 1955 and is the same in every country.  On every edition of Vogue the main focus is the fashion and expression with a mix of celebrity / popular culture and this is no different for this cover as the first thing that catches your eye is the blue polkadot dress which is very on trend and in style for 2025 while having a slight nostalgic feel which is very popular as people are feeling nostalgic for a time they did not even live. January 2025’s cover adheres to the mainstream celebrity culture aspect as the only other text on the cover is ‘the making of a supermodel Angelina Kendall’ which instantly tells the readers what the main story of this edition is. However compared to other Vogue covers this one is definitely more focused on the background and visuals rather than the typical snippets of what else is inside the magazine. I feel this cover helps make people perceive Vogue as a luxury brand as the lack of snippets and the choice of clothing such as the gold jewellery and fur wrap which is juxtaposed by the London background with red buses which causes the ordinary everyday people and the extraordinary wealthy while also possibly juxtaposing the difference in her everyday life vs when shes on duty as a supermodel. 

Most covers having this format is essential in creating that familiar aspect for the mainstreamer while also creating a sense of glamour, aspiration and luxury for the aspirer while also all being elements that are vital for success in selling and creating lifestyle and fashion magazines. The phrasing of “the making of a supermodel Angelina Kendall” is significant as it helps align the spectators as it makes the model more relatable and make the audience invested in her journey rather than just her appearance as the journey shows she hasn’t always been this huge supermodel and has been on a journey which also keeps the inspirational aspect that typically come in these magazines as Kendall is presented as a brand and lifestyle to aspire to rather than someone to become.

The magazine could also be seen as progressive and as a safe place for women to indulge in media due to the nature of the magazine, however there is a slight stigma around the magazine as some believe that only dumb people with no opinions indulge in them which isn’t the case as people mainly use the magazine to keep up to date with the latest trending products and styles for each season or because they have a genuine interest in fashion , fashion marketing or fashion journalism.

The man stood behind Kendall highlights the difference between the everyday world and the aspirational exclusive world that Vogue sells while also positioning him behind her which creates a hierarchy where Kendall is above the ordinary and is a superstar who is used to the luxurious lifestyle that Vogue presents to the reader. This links to Barthes semiotics theory as the man becomes a signifier of normality while Kendall represents the extraordinary. The issue of gender dynamics is also important as this cover subverts Mulvey’s narrative pleasure theory by reversing traditional gender roles as instead of having Kendall gawking for the male attention and approval the man is an irrelevant background extra who isn't even identified with a face while the woman is empowered which is a common theme with Vogue. Therefore this cover strengthens Vogue’s ideology of modern feminity where women are powerful, glamorous and independent in a safe space for them that men don’t even notice.

TEXT TWO - DOUBLE PAGE SPREAD

The double page spread is very typical of a magazine cover as a single image dominates a lot of the double pages with the headline: Truly, Madly, Jonny which then says “the beating heart of a star ready to shine” which situates Jonny within a wider cultural landscape which makes him seem mainstream through the popular shows he’s been in and for the aspirer through prestigious theatre work he has done. However this specific line makes it seem as though we are going to see more to Jonny than just the surface and through his acting career and see the real him and learn more about his personal life.

The choice of making the image that takes up majority of the page black and white instantly makes the reader think the article is more serious and intense compared to the rest of the magazine. The fact his face is one of the only things lit up makes the spectator focus on Jonathon Baileys facial expression. His face being half lit up and half shadowy staring at the text about his career could symbolise a complexity of people not being able to see beneath the surface and could possibly show how he constantly feels the need to hide a part of him from the lime light. The position he’s lying in also makes him seem more vulnerable furthering this point almost saying in this article he will reveal the other half of himself to the public that he usually keeps private such as what its like being an openly gay man in Hollywood.

The pull quote is a conventional piece on an article like this. The pull quote says “keep your eye on me as we go through the next few years. Tell me if i’m doing well or if I’ve fallen down the [fame] hole” – Jonathon Bailey. This quote makes him seem more grounded while reflecting his self awareness of what could happen along with his vulnerability. His self awareness to the “fame hole” shows how he knows what the industry can be like and how celebrities that have reached success can turn into these unauthentic, superficial people. Dyers star theory suggests that a star is constructed as ordinary (needing guidance) and extraordinary (famous and talented). This quote humanises him which invites audiences to feel protective over him and make them emotionally invested in his career and him as a person.

The format of the text section is very consistent for Vogue with a bold oversized capital letter which is a classic typography technique that adds elegance while drawing the readers attention to the start of the article. On this section it is very minimal with a plain white background which tells the reader that the text is important and should be taken serious which is most likely because of the vulnerability in the text. The clean design also contrasts with the very dark image which makes the magazine feel sophisticated, expensive, high end and something that can be trusted for all celebrity gossip.

Therefore all of these elements combined construct the image that Jonathon Bailey is a very talented, passionate actor who is relatable and not unreachable. These elements combined also reveals how magazines balance celebrity appeal and artistic credibility helping to shape how readers perceive cultural figures.

TEXT THREE - EDITORS LETTER

The editors note in January 2025s edition is mainly used to create an alignment with the readers by making them relate to Chioma which is instantly recognisable when she talks about how its been a while since she’s made a new years resolution which millions of people make every year. She also discusses how she dabbled in many wellness trends in her 20s which is very relatable as many ‘wellness’ trends go around with zero facts to them and just people online making them up majority of the time. However the editor also adds a bit of humour to the letter by discussing how she once made the decision to “never turn down a glass of champagne” which sets the tone for the rest of the letter. The style of writing is also significant in this case as it is written in a conversational more casual tone making it feel like its just friends talking.

Another key feature is the fact that on the editors letter there is an advertisement for another story within the magazine such as the main story “the making of Angelina Kendall” and then an advertisement for clothes from luxury brands being modelled such as Jimmy Choo, Max Mara and Dries Van Noten. This is significant as in the article Chioma establishes fashion as something more than just fashion but as a cultural force that is used to. Inspire people and something they can use to express themselves however they wish and to act as as a voice in art and identity.

A significant part of the letter is on inclusivity and the importance of it within media as people want and should see themselves represented within the media. The article discusses awards season and how she’s excited to shine spotlight on the talented Marianne Jean-Baptiste who is the first Black British actress to be nominated for an academy award in 1996. This shows how fashion magazines are adapting to modern expectations by adhering to what audiences feel is important which is inclusivity and diversity which therefor presents Vogue as progressive and socially aware. I feel the article also shows girls specifically young and impressionable ones that looks aren't everything and its actually personality which allows you to have longevity and make connections especially in industries that are difficult to get into such as ones in the media world Kendall said “Your looks get you to the door, but your personality opens it and allows you to have longevity and to connect with people, and to create magical things”

The editors letter is the first piece of writing in the magazine and therefore is where the readers get the first impression of the magazine, their ideologies and what is further inside. The editors letter in this edition sets out the magazines vision of glamour and transformation all while demonstrating their commitment to inclusivity and passion for fashion and arts while inviting the readers to be a part of the Vogue community.

TEXT FOUR - YOUTUBE VIDEO

Vogues Youtube channel is full of videos on celebrities beauty tips, makeup routines, whats in my bags and celebrity interviews. The videos gain hundred of thousands of views with some getting millions. I think what makes it so popular is that they are giving their audience exactly what they want. An example of this is Hailey Bieber’s quick everyday morining Routine | Beauty Secrets, before this video there were thousands of videos on social media platforms such as TikTok of girls from all over the world asking for a makeup routine and product list of makeup and skincare she uses to keep her skin so flawless.

The video showcases exactly what products you can use to get the same daily look as Hailey . The video also covers beauty tips she has used and found effective which is deemed trust worthy since shes a well known successful model so her appearance is essentially her job. There is also a sense of authenticity as Vogue is a well trusted brand which have a whole section in their magazine for current trending products. However the video could be seen as a promotional ad as Hailey has her own skincare line; Rhode which products she uses in the video which could be seen as her telling her audience that trusts her they need these expensive products to have skin like hers. On the other side of this the format of the video makes it seem very personal as we are the mirror and it feels as if its just someone we know giving us tips and tricks for our skin such as mixing her glazing milk with foundation to sheer it out. The mention of her son and how she doesn’t have much time to get ready as shes rushing also makes the video seem more personal and relatable causing alignment as it makes the audience realise that even though she’s a famous supermodel married to celeb Justin Bieber she still lives a normal life like everyone else. Comments on the video also agree with this with someone saying “okay but this is actually doable for the majority of us rushing in the morning”. She also discusses how not every makeup routine suits every person and thay different colours look better on different skin tones which I think is extremely important as I feel people see a makeup look or even clothes on a celeb and then think it’ll look amazing on them and then get heartbroken and become insecure over it when in reality its just that different things suit different people.