Three Magazine Covers, One Very Popular Dress

How did the same dress end up on three different high-fashion magazine covers? That’s what we — and Guardian reporter Imogen Fox — really want to know.

The dress, an appliqued Miu Miu creation, is on W, British Vogue and Elle UK. To be fair, we should mention that the dress Lily Allen wears on the cover of Elle is done in a muted lilac lace, while Eva Mendes (on W’s cover) and Swedish model Freja Beha Erichsen (on British Vogue) are both seen in the yellow version.

So how did it happen? We’re flabbergasted, and, well, so is Fox:

Surprisingly, this sort of cover multiplicity is rare. Actors frequently chalk up multiple dresses in the same month, but not magazine covers. There are good reasons for this. Fashion press officers work hard to achieve a delicate UN-style political balance between glossies to make sure that these kinds of overlaps don’t happen. “Usually press offices are pretty good at making sure we don’t get the same dress as our rivals,” says Lorraine Candy, Elle’s editor.

So we have to wonder what happened here — could Miu Miu be so hard up for publicity that it would need to trick three magazines into using its dress? Do we really believe Miuccia Prada is capable of doing something so schemey? No. She’s a sweetheart. And she makes really good clothes — good clothes that, clearly, beg to be photographed.

[Image via The Guardian]

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