Image: Cosmopolitan

Diversity seems to be the order of the day in September and October '18 cover issues of leading magazines! And, this is a worldwide trend! It is heartening to see that Diversity isn't just a buzzword anymore and what is great is to see that all possible dimensions are being taken into account while the covers are not only aesthetically done but also carry a strong message of acceptability and inclusion. 

Magazine Covers Credit: Left to Right : Top Row: JAN, VOGUE ARABIA, ELLE, Middle: Observer, Marie Claire, Teen Vogue, Bottom: Teen Vogue, Harper's Bazaar, Glamour

The diverse covers also usher in the concept of Purpose Economy. Thanks to author Aaron Hurst for making a term raison d'être of the DNA of Diverse Customer. I, like many consumers today support, buy and endorse brands that have an authentic voice. The majority of consumers want companies to be vocal about social issues. Organisations that go along with the “Purpose Economy” are poised to succeed, not to tumble! 

Magazines are the sounding board of the majority, the radio tower of the popular sentiment and its not surprising that we are seeing a diverse range of covers from celebrating ethnicities, self-expressionism, different abilities, ideologies, body positivity to the entire gamut of intersectionalities one can think! Using the platform of fashion and print to welcome inclusion in all aspects of our social fabric - Brilliant!

Is this a passing trend or cashing in on Diversity because that's what the entire world is talking about? There is a downside to all the hoopla. Many brands work on the surface level while remaining ignorant of the challenges of the communities they "pretentiously" represent in their marketing campaigns. We know of incessant branding push during the Pride Month, Women's Day or Black History Month and somewhat forced affiliation with causes to remain relevant.

We hope not!  Quoting Tyra Banks in an interview by New York Magazine and her sentiment kind of reflects on what we just said :

“When I entered the upper echelon of the model industry, I witnessed a disturbing trend. In addition to the seasonal change in fashions, people of color also went in and out of fashion. The Brazilian models had their shiny moment and I remember girls from Rio and São Paulo being all the rage. Next, the African models were the “it girls” and when their turn was done, it was all about the Asian models, and then the Black American girls and so on and so on. There was never a “white model” season — that was always the default, the given, the norm, while us girls of color were transient exotic spices to sprinkle onto the runway when we were in style."

Let us hope these diverse covers are a step in the right direction!