This week, I happened to glance at a rack of magazines in Selfridges. Instead of the usual selection I would have expected to be greeted with, I was presented with two whole rows of ELLE UK magazines. And they all had different covers. At first, I wondered if I was looking at an archive of ELLEs, but it soon became evident that they were all the same March '09 issue.
Further investigation has shown me that several different designers (Stella McCartney, John Galliano, Vivienne Westwood and Christopher Kane) were all asked to design an exclusive cover. I use the word exclusive sceptically, since according to the website you can only buy them online, at LFW and selected WHSmiths but there were plenty in Selfridges.
On top of that, there appear to be two alternative Gwyneth Paltrow covers which mainly differ in colour, one being black and white and one not. In addition, there is the seasonal runway guide which can be purchased seperately. Oh, and don't forget that you can also purchase the magazine in a convenient travel-size (you'll be getting Gwyneth Paltrow in colour then).