Vogue Thailand gave its online fans an exclusive sneak peak of its first cover yesterday on Facebook yesterday, 24-hours before the issue actually hit newsstands. But instead of creating a positive buzz, the Thai edition attracted numerous criticisms from fashion-crazed local netizens on the social network.
The A-list, century-old magazine displayed two photos of its first cover yesterday afternoon. The first image showed its editor holding a copy of Vogue to his chest with the message that read “The moment we get to see our first of the first issue! Tear drops.” The other provided a close-up of the cover, revealing a female model wearing a golden headdress and one headline explaining, “Thai Design, Pure Golden Style.”
Despite the elaborately handcrafted piece of art by Philip Treacy, an internationally acclaimed hat designer, the much-hyped, long-awaited first cover failed to impress some Thai fashionistas who had anticipated a more international look.
“It is very outdated,” read the first comment, posted by Pawana Keawsangtham.
“I don’t know who to blame, between Philip, Si (the model), photographer or the one who chose this picture,” said Atom Asamatakul.
“Thainess doesn’t need to be portrayed as glittering golden,” mentioned Teur Torres.
One netizen compared the cover to the Chinese edition, suggesting that Vogue Thailand did not measure up to the caliber of its Asian fellow. Other commenters contrasted it with highly stereotypical, local Thai women’s magazines such as Kwanruen, Sakulthai or Satreesarn. An even harsher criticism was provided in the form of a link to The Snake King’s Wife, or Pos Keng Kang in Khmer, a Cambodian horror film that was a big hit in Thailand in 2001.
Among the rampant expressions of disappointment, there were also some constructive commentators who tried to shed light on art-direction elements, including the lighting, the model’s position and the cover composition.
“It would have been so much better if she turned her face straight on, not smile and used a dark background,” wrote Conrad Dhing.
“In fact, the cover’s art direction is striking but doesn’t demonstrate the Vogue value. It’s more like Madame Figaro. But I believe that its content and contributors inside will be in accordance with Conde Nast’s standards,” commented Nolan Ong.
These achingly straightforward opinions were balanced with a pleasing promise to purchase a copy of Vogue.
“I believe the editor might have desired for conveying the Thai identity with international accessories. I support Vogue’s team members. Every cover of Vogue is always a legend,” said Arm Piromrak.
“The book is great enough. Don’t judge it nonsensically,” wrote Wathirung Thongpipat.
“The cover is not very appealing but I will buy it anyway,” stated Jadetarin Suangkavatin.
One netizen even quoted the famous metaphorical English idiom – “Don’t judge a book by its cover.”
Vogue Thailand’s first issue is up for grabs today. Besides the gold-clad model on the cover, editor-in-chief Kullawit Laosuksri claimed to have incorporated Thai elegance and awe into the 350-page glossy, featuring a fashion set with famed Muay Thai boxer Buakaw Por Pramuk and other contributions by world-renowned photographers.
Thai fashionistas are yet to pass judgment on whether or not the THB100 copy is worth the wait, and most importantly, whether or not it shares the stylish sense of legendary Vogue editor Anna Wintour.
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