Condé Nast is a global mass media company, founded in 1909 by Condé Montrose Nast and owned by Advance Publications. Its headquarters are located at One World Trade Centre in the Financial District of Manhattan. Nast published multiple well known titles such as Vanity Fair and Vogue.
When looking at work published by Condé Nast, it is clear that he took pride in all of his work, which always looks very high end. This matches my brief, meaning I can take inspiration from his work and replicate it in my own work.
Case Study 1: British Vogue, March 1993 cover, featuring Supermodel, Kate Moss
Genre Conventions:
- Masthead is dominant and easily recognisable “VOGUE”, branding in serif typeface
- Kate Moss (model-centred) medium close-up shot, typical of fashion magazines
- Headlines include lifestyle and fashion:”MOVE INTO SPRING”, “LONDON STYLE…”
- Seasonal fashion advice: “The colours, the layers…”
Media Language:
- Colour scheme: clean, bright pastels - connoting freshness and spring, matching with this edition coming out in March
- Direct Address: Kate Moss staring directly at the camera, engaging the audience
- Typography: mixture of serif and sans-serif fonts - modernity meets elegance
- Use of buzzwords, including “freedom, and “new spirit” - evokes a carefree and youthful energy
Intertextuality:
- The cover indirectly references 1960s fashion culture (“London girls”), linking to the Swinging 60s era, as well as icons like Twiggy
- The minimalistic aesthetic reflects the ‘heroin chic’ trend that Moss became popular for
Representation:
- Kate Moss - slim, white, stereotypically attractive model - reinforces narrow beauty standards dominant in 90s fashion, and to a certain extent, still existing nowadays
- Women presented as passive, idealised and stylish - typical from fashion media
- Topics like “Sex, drugs and science” and “Should women die for their country?” Hint at wider societal issues, suggesting a modern, intelligent reader audience
Target Audience:
- Women between the ages of 18-35, interested in fashion, culture and lifestyle
- Likely middle-upper class due to the price point (£2.50 in the 90s)
- Modern, urban and culturally engaged women
Case Study 2: Vogue US, November 1935 cover, featuring Film Actress, Adrienne Ames, illustrated by Eduardo Benito
Genre Conventions:
- Elegant, painted artwork style rather than photography - common in pre-1950s fashion magazines
- Sophisticated, poised pose - high fashion rather than accessible street style
- Very little text - focus is on the visual image and sophistication
Media Language:
- Art Deco influence - font and styling
- Muted colours and soft lighting convey glamour and timeless elegance
- Symbolism: Ames holding a theatrical mask suggests performance, duality of public vs private identity
Intertextuality:
- Possible reference to classical theatre of European art, giving the cover a cultural prestige
- The mask could allude to themes in literature and theatre (e.g. Shakespeare’s drama, Greek tragedy)
Representation:
- Women shown as sophisticated and graceful, refined and mysterious
- Reinforces 1930s gender norms: elegance, poise, silence
- Aspirational femininity - only accessible to the wealthy or elite
Target Audience:
- Upper-class women during the interwar period
- Interested in haute couture, art, and elite social circles
- Likely older than modern Vogue audiences - aged 25+
Case Study 3: Vogue China, December 2013 cover, featuring ex-ballet dancer and model, Du Juan (杜鹃), photographed by Mario Testino
- Use of high-profile photographer (Mario Testino) for credibility and and prestige
- Bold masthead combined with Mandarin script - international and local appeal
- Celebrity mode, fashion styling and high-contrast studio shot
Media Language:
- Model dressed in sleek, leather-like black outfit - modern, empowered, assertive
- Use of gold background conveys luxury and power
- Veiled hat and strong pose - connote mystery and control
Intertextuality:
- Links to Western haute couture aesthetics (Testino); however, it has been adapted for Chinese cultural aesthetics (e.g. symbolism of gold)
- Referencing Western fashion traditions but localised for Chinese readership
Representation:
- Empowered, fashionable Asian woman - breaking away from traditional, passive representations
- Reinforces aspirational lifestyle: wealth, glamour, global modernity
- Model looks serious and composed - sign of independence and control
Target Audience:
- Wealthy, urban Chinese women aged between 20 and 40
- Internationally aware, fashion-forward, career-focused
- Most likely upper-middle class and above - readers who can afford luxury fashion brands
Ultimately, the elements found in these 3 case studies are techniques which I would definitely want to replicate and adapt into my own front covers, since each of these individual techniques work together in order to create a very sleek and high-end look.
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