The September issues

MANILA, Philippines - September is the January of fashion — fall fashion marks a new year of designer collections. Ever since I watched The September Issue, a 2007 documentary on the production of American Vogue’s thickest, heaviest and juiciest magazine, I’ve been asking myself what the issue really is with September. I used to imagine crisp auburn leaves covering tree-lined streets at the thought of the month…scarves, tweed blazers and booties slowly coming out of closets (even if they’re more often than not fashion faux pas for a tropical country like ours). It must be the long-term effects of my magazine-reading, movie-watching habits. I now know that September has a connotation that goes beyond jackets, sweaters and boots, at least for the multi-million-dollar fashion industry that controls most young urbanites today.

September on the Big, Thick and Heavy

RJ Cutler’s film The September Issue takes the viewer inside the world of Vogue. It brings us one step closer to “icon, legend, feared, revered” Anna Wintour, the untouchable editor of US Vogue. The powerhouse figure, also referred to as Madonna of the fashion world, explains the emphasis on the month of September. Aside from it being a new year for all designers, marking new trends and remarkable talent, it is also the month during which one in 10 American women purchase the US Vogue issue for wardrobe inspiration. In short, approximately 13 million people flip the magazine’s pages, which is equivalent to many “zeros” behind the publishing house’s profits.

Throughout the years, the September issues have morphed into attention-grabbing opportunities. The glossies’ goal: outsell the previous year’s issue by increasing revenue via advertising pages. That explains why the words “biggest” and “thickest” grace most covers this month. Aside from American Vogue, most magazines seem to follow suit by pegging September as their style statement. Even Vanity Fair UK goes Gaga for the Lady with a naked cover shoot. Not much to “style” in bare cover shoots but hair; however I’m guessing the provocative factor works favorably for the accounting department.

Elle US joins the game with their “biggest fashion issue ever” with movie star Julia Roberts on the cover — an assured sales magnet. Aside from the usual baroque styles and Hermès-inspired “saddle up” looks, Elle goes fashion forward with trekkie chic. It boasts space-age jumpsuits and crater-size accessories. On the local scene, the designer spotlight is on Rajo Laurel with his “Sci-fi Africa” collection that flashes asymmetrical cutouts and geometric patterns on black and white. This contrasting theme combines elements of paradox — a fresh-out-of-the-box direction for autumn 2010. Who knew fall fashion would take us out of this world through a Star Trek wardrobe? September says so.

September going beyond fashion

Fashion columnist Vanessa Friedman of London’s Financial Times recently mentioned Vogue Italia’s August controversial “Water & Oil” shoot by Stephen Meisel. American model Kristen McMenamy is photographed covered in slimy black goo washed up on a rocky coast — a clear parallel to the eco-drama that’s afflicting the Gulf of Mexico as we speak. During a time when environmental damage issues are at the forefront of current events such as the BP Gulf disaster, there is no doubt that such shoots are considered a political statement. The images portray couture alongside devastating wildlife and financial suffering. The fashion-spread proves that with creativity, fashion can coexist with almost anything. But the question is, should the fashion industry go that far? Fall says so.

Now if you think that controversial fashion statements are as original as Vogue Italia can go in the beginning of fall, you’ll be intrigued to find what’s enclosed in their September issue: a pair of 3D vision glasses. Cover girl Miranda Kerr is the protagonist of a 22-page spread with as much visual oomph as a magazine viewer can get. This new perspective puts Vogue once again in the leading position among fashion magazines.

Because of the hype September brings, we may as well play along with the fantastical fashion that surrounds us on glossies by trying on new fall (or for us, post-rainy season) colors, shapes and forms in our wardrobes. September has become the eye of the annual fashion hurricane, so open that closet of yours, dig up some chic pieces and put on a fashion show. As Anna says, “Fashion is not about looking back, it’s about looking forward.”