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Vogue (British magazine)
The British edition of ''Vogue'' is a fashion magazine that has been published since the autumn of 1916. The magazine's current editor stated that, “''Vogue''’s power is universally acknowledged. It’s the place everybody wants to be if they want to be in the world of fashion" and 85% of the magazine’s readers agree that “''Vogue'' is the Fashion Bible”. The magazine is considered to be one that links fashion to high society and class, teaching its readers how to ‘assume a distinctively chic and modern appearance’.〔(A. (2006) Glossy Words: An Analysis of Fashion Writing in British Vogue. Fashion Theory: The Journal of Dress, Body & Culture, 10(1/2), 205–224. )〕 As a branch-off of American ''Vogue'', British ''Vogue'' is a magazine whose success is based upon its advertising rather than its sales revenue. In 2007, it ran 2,020 pages of advertising at an average of £16,000 a page. It is deemed to be more commercial than other editions of ''Vogue.'' British ''Vogue'' is the most profitable British magazine as well as the most profitable edition of ''Vogue'' besides the US and China editions.
== History ==
During the First World War, Condé Nast, ''Vogue''’s publisher, had to deal with restrictions on overseas shipping as well as paper shortages in America. The British edition of ''Vogue'' was the answer to this problem, providing ''Vogue'' fashion coverage in the British Isles when it was not practicable to receive it in the usual way. Under the London edition's first editor, Elspeth Champcommunal, the magazine was essentially the same as the American edition, except for its British English spellings. However, Champcommunal thought it important that ''Vogue'' be more than a fashion magazine. It featured articles on ‘society and sporting news… Health and beauty advice… travelogues… and editorials’, making it a 'skillfully mixed cocktail'.〔Mahood, A., ''Fashioning Readers: The avant garde and British Vogue, 1920-9'' in ''Women'', 13 (1) (2002), pp. 37–47〕 Champcommunal held her editorial position until 1922.
Under its second editor, Dorothy Todd, a renowned ''Vogue'' editor due to her boldness, especially in her movement to blend the arts and fashion, the magazine shifted its focus from fashion to literature, featuring articles from Clive Bell about art exhibitions in Paris. There were also notable features from noted English writers such as Virginia Woolf and Aldous Huxley.〔Aldous Huxley: Selected Letters". p. 144. Ivan R. Dee, 2007〕 Due to Todd's changes, the magazine lost much of its audience, and she spent only two years as editor.〔(C. (2006). A Vogue That Dare Not Speak its Name: Sexual Subculture During the Editorship of Dorothy Todd, 1922–26. Fashion Theory: The Journal Of Dress, Body & Culture, 10(1/2), 39–71. )〕 British ''Vogue'' is not believed to have really taken off until after its third editor, Alison Settle, was appointed in 1926.
Under Audrey Withers (editor from 1940 to 1960), the magazine again took a literary direction, and during the Second World War it even took part in reporting the war. In 1944, the American photographer Lee Miller persuaded Withers to send her to Normandy to produce an article on wartime nursing; Miller then followed the Allied advance through Europe, reporting the liberation of Paris and sending a story from Buchenwald.〔Drusilla Beyfus, 'Withers, (Elizabeth) Audrey (1905–2001), magazine editor' in ''Oxford Dictionary of National Biography'' (Oxford University Press, 2005)〕
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