Vogue UK's Alexandra Shulman Says Adele Was Worst-Selling Cover, Thinks Sample Sizes Are Too Small

British Vogue EIC Alexandra Shulman gave a talk in London Wednesday night and the magazine published some of the most interesting takeaways on its own blog--something we can't imagine ever happening at American Vogue. And at Italian Vogue, Franca Sozzani would have just blogged about it herself. Regardless, Shulman, who flies pretty under the radar for a Vogue editor, revealed some interesting tidbits--like how one of the best-selling recording artists on the planet can't sell fashion magazines, her burning desire to get Kate Middleton and how too-small sample sizes have prompted her to write letters to designers. Apparently, music stars don't sell magazines:
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British Vogue EIC Alexandra Shulman gave a talk in London Wednesday night and the magazine published some of the most interesting takeaways on its own blog--something we can't imagine ever happening at American Vogue. And at Italian Vogue, Franca Sozzani would have just blogged about it herself. Regardless, Shulman, who flies pretty under the radar for a Vogue editor, revealed some interesting tidbits--like how one of the best-selling recording artists on the planet can't sell fashion magazines, her burning desire to get Kate Middleton and how too-small sample sizes have prompted her to write letters to designers. Apparently, music stars don't sell magazines:
Getty

Getty

British Vogue EIC Alexandra Shulman gave a talk in London Wednesday night and the magazine published some of the most interesting takeaways on its own blog--something we can't imagine ever happening at American Vogue. And at Italian Vogue, Franca Sozzani would have just blogged about it herself.

Regardless, Shulman, who flies pretty under the radar for a Vogue editor, revealed some interesting tidbits--like how one of the best-selling recording artists on the planet can't sell fashion magazines, her burning desire to get Kate Middleton and how too-small sample sizes have prompted her to write letters to designers.

Apparently, music stars don't sell magazines:

Adele is the most popular woman in the world, but one of the worst sellers we've ever had. I find there has to be a relationship with the person on the cover that goes beyond how they look. Our most successful cover was the millennium issue - which didn't have anyone on it, but acted like a mirror so you could see your own reflection!

That's kind of amazing, but we're surprised it wasn't Kate Moss, since they cannot. stop. putting. her. on. the cover. So who is Shulman dying to get on the cover of British Vogue? Her answer to that question wasn't surprising at all: Kate Middleton. You and every other magazine editor in the world. "I assure you it is not for want of asking!" she said. Who do you think can get her first: Shulman or Anna Wintour?

Speaking of Vogue editors, it was recently announced that all of them had signed on collectively to a health initiative banning the use of unhealthy-looking or underage models. Shulman has smartly recognized others' roles in making that feasible:

I've written another letter to a designer this week because the sample sizes are too small. All magazines use the same samples so if they are small it limits the choice of models that can be put in them. You are then by necessity showing a very small range of body types. There's a limit to what I can do about it myself. We try by never using models who are under 16, and not using models with eating disorders. As part of the Health Initiative that Vogue has just launched, I am meeting all the top UK model agents in a couple of weeks to discuss what we can do in this country. However, other parts of the press need to take responsibility and change their ways too. Tabloids and weekly magazines that ring cellulite and promote diets are a part of the problem.

Shulman may not be as flashy or outspoken or scary as some other Vogue editors, but we like her!