Teen Vogue, as a note of clarification, is the "little sister" magazine of fashion bible, Vogue.
"reading" ads in Vogue is a lesson in high culture society all in of itself. Most of it's readers hail from the upper east side of New York City or the west side of LA and for years it has been the magazine that designers of high fashion-Versace, Gucci, Dolce & Gabbana, Chanel, marc jacobs, etc.- have chosen to run their ads first (often up to 6 pages).
Simply Vogue is high culture. Their isn't another fashion magazine that tops it.
As Vogue tops Glamour or Cosmopolitan in stature, Teen Vogue tops Cosmo Girl or Seventeen, certainly more then, J14.
Teen Vogue is a magazine for girls with money, fashion sense and "class" and it shows, not just in the magazine's ad but in it's set-up as well. Their are no sections on how to improve your love life, frivolous "embarassing" moment stories, or weight loss tips. This isn't a lifestyle magazine, it's a fashion magazine. period. The closest Teen Vogue gets to that is that in each issue, their's an "issue" that teen girls deal with (this month it's drinking diaries, but only of the upper east side set of teens) and a inspiring, true story-type of article.
That being said the ads, for the most part, are the same as regular Vogue (only smaller because the magazines' smaller and slimmer by comparison). Mostly the ads feature the same skinny white models but also includes ads for "Roca Wear" and "Lot 20", which are more "urban" if you will. Notably, they all follow the Teen Vogue way of fashion (that is high fashion) and are maybe are even more strict then Vogue in this respect (they don't run ads for walmart but do run ads for Target's designer collection). While the ads don't take up as much space (they rarely allow for 6 page spreads), the ads are supposed to have an artistic, not strictly commercial, appeal. That goes for the actual spreads in Teen Vogue themseles. If you want to know a celebrties thoughts, feelings and about their "normal" lives, look it up on wikipedia. Mostly the "articles" are to display their fashion sense. They're even choosy about the people on the cover. So far stars such as Natalie Portman, Rihanna, Anne Hataway, Mischa Barton, Australian supermodel Gemma Ward and Beyonce have all made apperances but not stars like Jessica Alba. That'd be too trashy and common.
In comparison to other magazines, even better then Vogue, Teen Vogue has gotten away from using just white models. Often articles and spreads feature Asian, black, hispanic and, even, mixed models and celbrites. Teen Vogue is vocal about being about "the global fashion community" as they put it and it's magazine shows such.
In conclusion, Teen Vogue is a teen high fashion magazine. It serves as a stepping stone for girls who they hope will grow up and read regular Vogue.
no one really picks up Teen Vogue (or regular Vogue for that matter) for the articles, in fact one does not "read" Vogue or Teen Vogue, you LOOK. You look at the ads and the spreads for INSPIRATION. The point isn't necesarily even to buy expensive designer clothes, really but to take from this and translate that sense of style back into something less expensive. So what Teen Vogue is selling isn't even desinger clothes but high fashion sense.
Monday, November 26, 2007
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