How to read a fashion magazine

When I recently advised a client to study some fashion magazines to get some ideas for the

next season, she flatly refused.

“I HATE those things!” he told me vehemently. “Skinny girls, expensive clothes, what does that have to do with my life? Nothing!”

Now, since it’s not the first time I’ve heard this argument, I realized that she wasn’t there.

the goal of the exercise, just like the women who tell me that VOGUE or W are “their bibles”. In this corner, we have someone who is too caught up in her own reality; in the other, we have someone who is too caught up in someone else’s. Let’s all move a little more to the center and learn to read these things correctly, shall we? We will all dress much better for it.

Let’s start with a little dissection first, then move on to the “how to” part of the lesson.

THE MODELS

In general, fashion magazines tend to show young, thin and attractive people on their pages for the

the exact same reason that grocers tend to polish their apples and car dealerships tend to have you

clean car test drive: because it sells more. It’s as simple as that. Fashion marketing 101.

Whether you agree with him or not is beside the point; It works very well.

So good, in fact, that at some point, many women went from trying to determine if the clothing on display would work well on their bodies to lamenting the fact that their bodies don’t look like mannequins. Let me tell you a secret: those girls don’t look like this every day either. They have an army of people to get the hair, makeup, clothing, and lighting just right. If that doesn’t work, they touch up the photos to get the right look. And if the model gains weight or begins to show signs of aging, she’s replaced. Nothing like being a “has been” at 30, huh?

Shame that so many teens and women have allowed slick marketing to confuse their thinking and impact their self-esteem. Do not be one of them. Look at the clothes and the mood that the image evokes; don’t compare yourself to mannequins.

THE CONFIGURATION

In fashion magazines you will often see a beautiful girl in beautiful clothes in an enviable form.

environment surrounded by handsome men. If only, right? Well, that’s part of marketing. Is

called projection, and if you’ve ever imagined trading places with the girl in the

image, marketers have done their job. It’s a montage. A complete fabrication. A trick.

Remember that the next time you see a photo that makes you want to run out and buy the

clothes you see so you can be like the girl in the photo.

ANNOUNCEMENTS

Have you ever wondered why you see so many high end designers advertising in fashion magazines and

Why do fashion magazines, in turn, show so many of those same designers in their photo editorials? It’s not coincidence. Those one page ads are VERY expensive, often costing tens of thousands (or more), depending on the magazine’s circulation. So fashion houses don’t spend all their advertising money in one place. Oh no.

They will put part of their budget on advertising, part on lending clothes to magazines for

photo shoots and a part in creating celebrity outfits for the red carpet and other media events. That way, they spread name recognition. It’s smart and expensive.

But it works. If you love labels and see a style you like in a couple of fashion magazines and a favorite celebrity, wouldn’t you be more inclined to buy it if you had the money? Many

are. A glance through the society pages will tell you as much.

THE LESSON

So now that we’ve covered the models, ads, and editorial spreads, here’s what it SHOULD be

looking for when reading a fashion magazine (and yes, it’s okay to rip out pages and put them in a file for future reference, but only if you own the magazine!):

1. The trends

Fashion magazines will call them “must-have” items, but look at trends skeptically to see

Whether they fit your body, clothing personality, and lifestyle. Don’t worry about the price. If you find something you like and want to wear, look for a cheap version of the trend at your favorite discount or outlet store. Buy cheap, wear often, and throw it away when the trend is over.

2. The updated classics

Most women recognize that classic styles are good value, and fashion magazines know it. So

they will show new modern ways to wear classic styles and give you lots of ideas in the

process. All you have to do is take a moment to break it down and see how you can apply it to

your own closet.

3. The designers

If you like designer brands, high-end fashion magazines (Vogue, W, Marie Claire,

Town and Country) are a great place to learn about the different philosophies of fashion houses.

Even if you can’t afford those brands, don’t worry. If you find a style you really like, you’ll probably be able to find it a little later in the season in a cheap knockoff version.

4. Ideas of style

Style refers to the way clothing and accessories are presented in an image. Look

how clothing is layered, draped, or wrapped. See how the jewels are used. Look what they did with the bag and shoes. Look at the hair and other accessories. If you see something you like, try creating a similar look with pieces from your own closet. You’ll be surprised how you can breathe new life into your old resources simply by using them in a different way.

5. Hair and makeup

Are you in a hair and makeup routine? Peruse some fashion magazines to see what’s hot for the

season. Not only will you get new looks, but you’ll also discover that a new hairstyle may be all you need.

you need to look at “currently” this year.

Fashion magazines are a great way to learn all about what’s happening in fashion, AS LONG AS

remember that they are created to sell clothes and accessories. Forget models and

price tags and focus on clothing, trends, and style ideas that might work for you.

you. Then copy or adapt them to your own budget and lifestyle. Before you know it, you can look like you stepped out of a fashion magazine, regardless of your age, shape, size, or budget.