From My Shelf: Vogue U.S. (March 1999)

Taking a look back at one of my beloved possessions, from the year I was born.

Lets be honest: most of the time, modern-day Vogues suck. Gone are the days of Franca Sozzani’s Italia or Carine Roitfeld’s (or Emmanuelle Alt’s) Paris. Condé Nast’s unfortunate decision to “globalize” all of its editions ended up in severe homogenization of this title. Just not to offend anyone, the editorials play safe and go snooze-fest. The printed features? In majority, sponsored copy-writing. Forget great, iconoclastic covers that used to be coffee-table trophies.

Vogue used to be an incredibly meaningful institution for me, especially when I was a child. My mum used to buy all the European editions and I loved looking at all those bold, inspiring and absolutely fairy-tale-like (especially for a kid’s mind) images. Back then, Vogue really was the Bible of fashion.

Now, whenever I find a great deal online, I buy old Vogues (especially the U.S. edition) and use them for my research - but not only. I’m always struck by the level of writing that was printed on those pages. Plum Sykes’ features don’t age. Recently, I’ve purchased the amazing 1999 March issue with Carolyn Murphy on the cover. The days of Michael Kors’ Celine and Tom Ford’s Gucci (“SEX SELLS”, the cover’s headline reports!). An era of incredible imagery that even though wasn’t overly commercial, truly made you want to splurge on all those clothes.

Sharing my favorite pages from this amazing issue, the best texts, editorial moments, and ad campaigns that could easily make it in 2025.

Banana Republic ad campaign that easily could be The Row today.