What's been less remarked upon is that the September Vogue is
unusually nerdy. Beyond the Marissa Mayer star-turn, the issue is
littered with QR codes so readers can call up all kinds of
supplemental behind-the-scenes content. There's an admiring piece
about Feedie, a feel-good food-porn app. And, most notably, the
fashion well includes an extra-ridiculous 12-page fashion feature
showing models wearing, yes, Google Glass.
Vogue editor Anna Wintour is getting her tech on, people!
Still, I think she could have gone further. Just a
little further. Here's what I would also like to have seen
in the September Vogue:
• Anna Wintour's Fall Couture Collection of
Tweets
As my colleague Michael Sebastian reported earlier this summer in a
post titled
"Anna Wintour Tweeted for the First Time Over DOMA, May Never Tweet
Again," Anna hasn't been a big Twitterer. So far, this, on June
26, has been it:
I admire Ms. Wintour's restraint. But imagine if the September
issue of Vogue capitalized on the buzz surrounding her first tweet
by adding a fall collection of Anna Wintour tweets -- an
exclusive couture collection of tweets. And unlike regular
tweets, they'd be printed tweets, and thus limited edition by
definition. You would need to buy a copy of the physical, glossy
Vogue to enjoy them (you could "retweet" by handing a friend or
colleague the actual issue). By bringing a quintessential
fashion-world notion -- scarcity -- to social media, Anna Wintour
could have transformed the Twittersphere.
Lost opportunity.
• A feature about the latest trends in
PHAs
I've written for various Condé Nast publications (though
not Vogue) over the years, so I've spent a lot of time in the
Condé Deathstar (4 Times Square), and I can tell you that
what truly powers that place is the PHA -- the Personal Human
Assistant. If you work at Condé and don't have your own PHA,
well, it's a kind of pathetic, frankly. The form factor hasn't
changed much over the years -- they're sleek and compact, though
still not small enough to fit in a handbag -- but the newest models
are actually very cutting-edge. The September Vogue could have done
a feature about the latest trends in PHAs as a service to its
well-heeled readers.
For instance, many PHAs are now equipped with smartphones. Which
means anything you need to know right now is just a voice
command away. Like,
"PHA, ask Siri what the weather is like outside."
It's amazing, really.
• A ridiculous fashion feature on male
tech icons
As Anna Holmes wrote
in Time about the Marissa Mayer fashion controversy, "Women who
hold any position of authority get it coming and going of course,
and this particular debate -- should business leaders or icons of
female strength say yes to fashion shoots -- has been taking place
for decades."
But hey, at least women get asked to do ridiculous
fashion shoots in the first place. Male execs, tech and otherwise,
are routinely photographed in entirely boring, unimaginative and
unfashionable ways -- often with no makeup or hairstyling
whatsoever. This is patently unfair and, obviously, sexist.
Upside-down Marrissa Meyer in Michael Kors and Yves Saint
Laurent? Yawn. What the September issue of Vogue
could have used is some equal-opportunity
ridiculousness.
I'm talking Apple CEO Tim Cook in a Steven Klein spread, wearing
a patterned eggplant silk Marc Jacobs pajamas-as-streetwear
ensemble, holding a giant orange (just because). Or Google's Larry
Page, in a Horst Diekgerdes photo, wearing a Comme des
Garçons Homme Plus black zipper-trimmed trench coat -- as
pants. Or Tumblr founder David Karp, in a washed-out Terry
Richardson shot, buck naked except for a strategically placed Nexus
7 tablet; on the screen of the tablet, a Georgia O'Keeffe
painting.
Just thinking out loud here. But you get the idea.
Simon Dumenco is the "Media Guy" columnist for Advertising
Age. You can follow him on Twitter @simondumenco.