British Vogue

British Vogue is a British fashion magazine based in London and first published in 1916. It is the British edition of the American magazine Vogue and is owned and distributed by Condé Nast. Currently edited by Edward Enninful, British Vogue is said to link fashion to high society and class, teaching its readers how to 'assume a distinctively chic and modern appearance'. 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, Vogues 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 second editor, Elspeth Champcommunal (1888–1976), 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'. Champcommunal held her editorial position until 1922. Under its next 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. Due to Todd's changes, the magazine lost much of its audience, and she spent only four years as editor. British Vogue is not believed to have really taken off until after its third editor, Alison Settle, was appointed in 1926.