Alexandra Shulman Calls Adele’s Vogue U.K. Cover ‘One of Our Worst Sellers’


adele vogue cover
Photo courtesy of Vogue U.K.
Adele on the October cover of Vogue U.K.

Looks like the folks at Vogue U.K. may have been speaking too soon when they praised their October 2011 cover star, Adele, as "one of the magazine's most popular cover girls yet, with an unprecedented number of user comments flooding in showing their appreciation."

Or perhaps not, according to remarks made by editor Alexandra Shulman at last night's ToMax talk, "Fashion and Fantasy: What's in Vogue and Why Does It Matter."

"Adele is the most popular woman in the world, but one of the worst sellers we've ever had," the budding author admitted to the audience, adding that "music stars haven't sold at all well."

Indeed, the British fashion tome's back-to-back covers devoted to singers Adele (October) and Rihanna (November) may have helped account for a .2 percent decrease in circulation for the six months leading up to December 2011, though it should be said that competitors like Elle U.K. and Glamour U.K. fared worse during the same period.

Cosmopolitan and American Vogue, which ran Adele covers in December 2011 and March 2012, respectively, declined to comment on circulation figures for those issues.

Shulman, who has said that she'd never feature Jennifer Aniston on her cover because the actress is too demanding about getting copy approval, added that she's got a dream cover girl in mind: the Duchess of Cambridge.

"I'd love to have Kate Middleton on the cover," she confessed. "I assure you it is not for want of asking!

And if all else fails, there's always the option of having no cover girl at all. Our most successful cover was the millennium issue—which didn't have anyone on it, but acted like a mirror so you could see your own reflection!"

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