Vogue Paris and Mario Sorrenti Love the Beach, Will Repeat as Necessary

Summer fashion editorials are upon us. That means tons of happy, sunny spreads featuring the newest, tiniest outfits only fit for ninety degree weather. But while summer's bright colors and sexy silhouettes should provide for a wild variety of styling options, it seems like everyone's been going to the beach.
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Summer fashion editorials are upon us. That means tons of happy, sunny spreads featuring the newest, tiniest outfits only fit for ninety degree weather. But while summer's bright colors and sexy silhouettes should provide for a wild variety of styling options, it seems like everyone's been going to the beach.
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Summer fashion editorials are upon us. That means tons of happy, sunny spreads featuring the newest, tiniest outfits only fit for ninety degree weather.

But while summer's bright colors and sexy silhouettes should provide for a wild variety of styling options, it seems like everyone's been going to the beach. These two spreads from Vogue Paris--May 2010 and June/July 2010--made us wonder why the beach editorial repeatedly pops up in almost all summer mags. While the styling is wildly different, the concept and photo editing are almost identical: Hot, overly tanned, shiny model reclining, posing with a car, and oozing sex appeal.

There is yet another editorial in the June/July Vogue Paris featuring Isabeli Fontana writhing on rocks, and a Terry shot Doutzen editorial on the beach in June 2010's US Vogue.

Frankly, all the beach spreads are starting to feel stale. Models are gorgeous, the beach is pretty, what else is new?

To be fair, there have also been plenty of desert spreads in Vogue Paris, which were gorgeous and original. We also loved the shoot of über-tanned Jac and Lily on the floor in hula skirts. It's just the beach-focused editorials that we're tired of.

Somehow magazines survive the winter months without multiple snow bunny spreads, so we're sure they could make it through the summer with just one trip to the beach.

We'd bet that the proliferation of beach spreads has to do with the cost. Summer months traditionally sell less, and shooting at the beach is very cost effective since the scene is set and the light is good for most of the day. It may be a hassle to get to, but once you're there, it's smooth sailing.