Vogue Italia March 2020 Mert Alas and Marcus Piggott

Emanuele Farneti loves a good gimmick. At the beginning of the year, the head of Vogue Italia ditched photoshoots in favor of illustrated covers. Then last month’s issue was dedicated to the flooding crisis in Venice. Now the mag relies on a CGI cover star for March 2020. The imaginary model wears a Giorgio Armani look picked by Lotta Volkova for the ethereal image captured by photographic duo Mert Alas and Marcus Piggott.

The cover was a total flop. “Every month I look at Vogue Italia and think it can’t become more pretentious and every month Farneti surprises me with some blatant and meaningless words about disconnected topics and some odd-looking cover…” said apple.

“This cover is by no means offensive to the eye, but I am just sick of every single issue of Vogue Italia being dedicated to a specific concept or a blatant marketing ploy to boost sales,” complained vogue28.

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“What baffles me the most is that unlike Franca Sozzani, Farneti lacks the witty approach to the whole social topic area,” admitted dontbeadrag.

“Why does Farneti have to try so HARD?” asked Miss Dalloway.

Forum member grimm shared the same sentiment: “Why does every issue have to have a gimmick?”

“What’s the point of creating a model from scratch when the end result is a weird mash-up of Natalia Vodianova and Ine Neefs?” mikel pointed out.

A gimmick or gorgeous? See more from the issue and join the conversation here.