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That Same Miu Miu Dress Lands Yet Another Cover Thanks To The “Wily Foxes” At Miu Miu’s Press Office
By Leah Chernikoff
Step aside Kate Moss and move over Gwyneth, there’s a new cover star and it’s this appliqued Miu Miu dress.
Last week, the Guardian noticed that variations of the same Miu Miu dress was on the August covers of W, British Vogue and British Elle. A Miu Miu hat trick if you will. But the dress is also on the cover of Swedish Elle’s August issue, a reader pointed out.
Swedish Elle had a little fun with this, and put up their own post pointing out that they’d been left out of the Guardian article, polling their readers to pick their favorite cover. Of course, this is what I’m deducting from just looking at their blog post and using Google translator as I don’t speak Swedish (Swedes help me out!).
According to Google translator, the post reads, “As the Guardian notes are not Miu Miu’s press office wily foxes, usually takes one full of clothes for each shoot and there is no predetermined timing and what lands on the cover.”
As much as we’re tickled by the description of Miu Miu’s PR as “wily foxes,” the point the Guardian makes is that a lot goes into a cover shoot, including lots and lots of clothing options, so it’s likely dumb luck that the same Miu Miu dress landed four glossy covers.
Nevertheless, four covers in one month is quite a feat. It seems strange that the dress was used for the cover of two Elle publications. However, Elle has 28 international editions, including Slovenia and Thailand, so they probably don’t compare notes on their covers every month. Thank goodness our readers are around to notice such things.
Click through to check out all four Miu Miu covers. So, Vilket omslag tycker ni är finast? Er, who wore it best?






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I'd say Swedeish Elle. Its SO cute!
The Eva Mendes W cover isn't August, it's July. Jon Hamm and Rebecca Hall are on the August cover.
I abhor Eva Mendes in that dress- it's so ill fitting and cheap looking on her. I'd have to say I like it best on Freja.
Thanks for the correction!
“The Guardian noticed a fashion faux-pas this week: Miu Mius appliqued flowerdress is on the covers of brittish Elle, brittish Vogue and W magazine. And Also: swedish Elle. As the Guardian points out, the Miu Miu press office is not being sneaky (thats the wily fox bit, obviously…), usually lots of clothes are brought to every shoot, and it is not decided beforehand which ones are going to be used for the cover.
Which cover do you prefer?”/Josefina
I love Mona Johannesson (Swedish Elle)… I plan to marry her.
Basing my vote on the which cover makes me wish I had that dress in my closet…Swedish Elle by a long shot!
My apologies if this is a repeat comment, but I wanted to mention that the PR officers for Miu Miu and Prada here in NYC are some of most professional and efficient people in handling sample requests. When you are chasing after looks that everyone is sharing, it makes a huge difference.
Yay! Thank you so much!
It's probably not as popular but I like Eva Mendes in it. It's a bit unexpected, a bit controversial, but she puts a different spin on it. Next best is Lily Allen. Everyone nuts is about the Vogue UK Freja cover but it leaves me a bit cold – I feel like it would have had the same effect if she had worn a coloured tank top.
The Lily Allen cover is my fav – I love the colours and her pose, and I must admit I love the dress.
So really, American W wins, because theirs was July. There is an exclusivity contract you need to sign if you're shot for a cover saying no other magazines can shoot that dress for their covers on the months leading up to and including the month you shot it for. So the other magazines who ran the dress in August must've been told about the W July cover and were fine with it.
I love her too! I don't know if she'd marry me though…I posted a shot from her editorial on my blog :)
http://loublog.tumblr.com/
That's pretty much right translated.. I hate to admit but I think British ELLE won even though Swedish ELLE idea was cute!