When it comes to our seasonal cover war–in which fashion labels duke it out to see who fronted the most glossies–there’s really only four or five brands that ever come into the running. Those are: Gucci, Chanel, Dolce & Gabbana, Louis Vuitton and Dior–or, in other words, the luxury powerhouses with massive advertising budgets. But can you guess whose budget was biggest for spring 2013?
Let us introduce and congratulate spring 2013′s winner, Gucci! Yay! Congrats!
Wait, why does that sound familiar? Oh right, you may recall that the brand also won the fall 2011 and 2012 cover wars. It even managed to best its own previous record of 102 covers (fall 2011) with an impressive 111 given to its colorful and ruffled spring collection. A lot of covers shot models and celebrities in profile, taking advantage of those big ruffles. Case in point, Naomi Watts for Vogue Australia, Kate Hudson on Elle UK, and Li Bingbing for Cosmopolitan China. And who can forget the musical cartoon quartet of Rihanna, Lady Gaga, Beyoncé, and Florence Welch for Herself?
Up until now, Gucci was the only brand that managed to crack the 90 cover mark–but for spring 2013, Raf Simons’s first ready-to-wear collection for Christian Dior landed on 97 covers, sitting comfortably in second place. To put this in perspective, last season the brand came in third with 51 covers, and that was an unusually high number for the brand at the time. We expect to see a lot more Dior covers from now on. Dolce & Gabbana’s Sicilian lore and Louis Vuitton’s checkerboards both came in third place with 73 a piece.
The biggest disappointment for us this season was Saint Laurent. We expected Hedi Slimane’s first collection for the house to blow up on the newsstands, when the truth is that it only came in eighth place with 35 covers. Better luck next time.
To round off the season, we’d like to pay a special tribute and wave goodbye to that ridiculous (but completely cover-appropriate) hula hoop bag from Chanel. It really deserves its own place on the list, don’t you think?