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Recently, the September covers of major fashion magazines are being announced one after another.

This year's cover is like usual, with top stars and the top team creating a fashion blockbuster with excellent visual appeal.

What is surprising is that this year's Golden September not only has fashion industry veterans like Shu Qi, but also more popular young actors and actresses, so the competition is fierce.

01

Shu Qi performs steadily, and new stars continue to emerge

At present, the top five women's magazines in China are Harper's Bazaar, ELLE, Marie Claire, VOGUE and COSMO, and VOGUE is recognized as the top one among them.

This year's VOGUE September cover actress is Liu Yifei, who showed her diverse charms in her styling on the cover of the golden September issue. She has an ethereal and elegant temperament, showing an image that is both noble and friendly.

In this set of black and white blockbusters, simple and high-end clothing, carefully crafted makeup and hairstyle, perfectly blend with black and white colors, highlighting her three-dimensional and profound contours and unique temperament.

Actresses Shu Qi and Dilraba Dilmurat are on the cover of "Harper's Bazaar" in September. Shu Qi has appeared on the cover four times, starting in 2005, and in 2022, 2023 and 2024. Shu Qi has been on the cover of "Harper's Bazaar" in September for three consecutive years. Dilraba Dilmurat is the first female star representative born in the 1990s to appear on the "Harper's Bazaar" cover in September.

The fact that Shu Qi has been on the cover of Golden September for three consecutive years proves that she has a strong ability to handle various styles of clothing and styling.

This time, under the lens of master photographer Chen Man, she showed her unique oriental style. Her every look and movement revealed mature, confident and unrestrained charm. This kind of beauty is unique and does not follow the crowd. She is a trend leader.

Netizens described her as having skin that fits her bones and eyes that are as charming as silk. High-end fashion and Bulgari jewelry all bow down before her, and she can create a good atmosphere even when she stands in front of a pile of rags.

Dilraba Dilmurat has appeared on the cover of Bazaar three times, but this is her first time to unlock the golden September issue.

She wore a dress from Dior's Fall/Winter 2024 collection, showcasing her keen sense of fashion and her ability to master it.

In the cover photo, she presents a visual effect like a gilded feast with her superior jawline and unique temperament.

Di Lieba's long wooly curly hair and teardrop shape at the corners of her eyes created a "golden dream" that belonged to her.

In addition to male star Xiao Zhan who was on the cover of "ELLE" in September, new supermodel faces Zhang Jiahui and Evie Harris also made it to the cover.

Both Zhang Jiahui and Evie Harris interpreted the retro elegance of the 1960s, recreating the glamour of former celebrities and returning to the origins of the magazine. From the models' postures to their styling, this is a set of high-quality blockbusters.

Supermodels Wang Wenqin and Hua Yilan appeared on the cover of "Fashion COSMO" in September, demonstrating the professionalism and unique advantages of supermodels in fashion expression.

This is the first time in more than 30 years since the founding of "Fashion COSMO" that a Chinese model was invited to appear in the September issue. Wang Wenqin has collaborated with the magazine on the cover for the third time in less than two years, and Hua Yilan has made her debut on the cover of one of the top five mainstream women's magazines.

The cover of "Marie Claire" in September was quite unexpected, but it also showed a breakthrough and diversified choice. This time, three groups of artists were chosen to shoot.

The first impressive "cross-dimensional combination" is the joint shooting of Jia Ling in "Hot and Scorching" and Ando Sakura, the heroine of the original "100 Yuan Love".

Jia Ling and Ando Sakura collaborated to bring a different style and interpretation to the cover of the fashion magazine with their own affinity, sense of humor and unique charm.

Their appearance broke the traditional stereotype of the cover characters of the Golden Nine, proving the inclusiveness and diversity of fashion, while also demonstrating Jia Ling's influence and possibilities in different fields.

Secondly, Liu Wen was invited to appear on the cover of the September issue of "Marie Claire". Liu Wen teamed up with three female photographers to present the blockbuster.

In Zhong Ling's lens, she is a powerful and fashionable enchantress full of tension.

Liu Wen, under Li Yushi's lens, presents a natural, delicate and pure feeling.

Liu Wen from Li Hui's group performed imaginative experiments that were wild, imaginative, and bizarre.

Finally, there is a surprise finale, Juliette Binoche. This actress has a rich resume and immediately raised the level of "Marie Claire".

In addition to the five major magazines, Ju Jingyi, as a popular young actress, was also highly anticipated for her appearance on the cover of "OK Magazine".

In this look, Ju Jingyi wears a cap with an orange on her head, giving her a different kind of summer freshness while also adding a bit of playfulness and agility. This unique combination is rare in previous fashion covers, fully demonstrating her fashion attitude of daring to try new styles and break through traditional constraints.

The actresses who took photos for the Golden September this year all performed well. Jia Ling and Juliette Binoche in "Marie Claire" were quite surprising. Shu Qi's appearance on the Golden September for three consecutive years also proved her fashion strength.

02

Led by Xiao Zhan, male stars shine

In addition to the outstanding performances of the female stars, the male stars were equally not to be outdone.

This year's highly anticipated "Golden September Battle" was kicked off by "ELLE". Xiao Zhan appeared on the cover of "ELLE" again this year, following his first appearance on the annual issue of "ELLE" two years ago.

Xiao Zhan is the only male star on the cover of the 2024 Golden September issue of the five major women's magazines, and he is also the first person born in the 1990s to get the cover of the five major Golden September issues.

It is worth mentioning that in the 36 years since the founding of "ELLE", only three male stars have appeared on the cover of the September issue. Xiao Zhan's commercial value and international fashion influence are self-evident.

The fashion expression he shows in his cover styling, whether it is the simple style of black, white and gray with jeans, or the clothing of internationally renowned luxury brands and luxurious jewelry of top jewelry brands, he can perfectly interpret different styles of clothing and styling, and each photo seems to be as artistic as a movie poster, highlighting his unique fashion charm and strong fashion appeal.

Xiao Zhan has developed rapidly in the past two years and has become the object of cooperation for major brands and magazines. His second appearance on the cover of "ELLE" is a reflection of his increasingly solid fashion status.

There is no doubt that Xiao Zhan's strong fan base and market appeal are enough to bring extremely high attention and sales to the magazine.

In addition to Xiao Zhan from the first echelon, Zhang Yixing also appeared on the cover of the mainstream men's magazine "ELLE MEN" in September this year, thus completing the second round of the five major mainstream men's magazines.

Zhang Yixing showed great diversity and breakthrough in his styling on the cover of the Golden September issue.

Sometimes he appears in a vacuum black feather outfit and wears the brand's jewelry, showing his elegance and dignity, perfectly combining masculine charm with fashion elements; sometimes he wears a designer's custom-made suit, showing the competence and confidence of a modern urban elite.

Or, in the combination of retro court shirts and loose trousers, revealing the lazy and casual temperament of an artist, or even challenging the boundaries and exploring the infinite possibilities of fashion in futuristic technological fabrics.

It can be said that he handles every look to perfection, fully demonstrating his ability to control diverse styles and his daring fashion attitude.

In addition, "Esquire" recently announced the cover character of the September issue, and Cai Xukun made a surprise appearance.

Many people were deeply surprised by this. Cai Xukun's ability to appear on the cover of "Esquire" this time is undoubtedly another affirmation of his fashion influence.

This is the fourth time that Cai Xukun has appeared on the cover of "Esquire". So far, Cai Xukun has won the September issue of four of the five major men's magazines, including "GQ", "Esquire" and "ELLEMEN".

There are not many men's magazines, but some people believe that the quality and weight of the magazines should not be underestimated.

Cai Xukun's styling on the cover of the Golden September issue is full of bold ideas and innovation. In the preview picture, Cai Xukun is wearing Versace's latest haute couture men's wear look of the season, with smooth lines and well-cut.

The brilliance of another fashion newcomer cannot be ignored. "Le Figaro Homme" recently released a preview of its September issue. In the video, Deng Wei appeared in haute couture clothing.

This is the second time that Deng Wei has appeared in the September issue of the magazine. The first time was the golden September, and the second time in a row was also the golden September.

In the preview video, Deng Wei wore three haute couture outfits by Elie Saab, Yuima Nakazato, and Ronald van der Kemp, among which the ES haute couture was worn for the first time in Asia.

The successive joining of these popular stars has sparked heated discussions among netizens, and the fashion circle has undoubtedly become another battlefield for fans to compete.

03

Magazine sales are soaring, and the data is spreading to the fashion industry?

The competition for fashion resources in 2024 is fierce. Many traffic stars have entered the fashion circle, and the results are quite good.

In terms of sales, the pre-sale sales of Liu Yifei’s Golden September magazine have reached over 9,000.

Di Lieba appeared on the Golden September for the first time and her sales ranked first among the top five women's magazines.

According to a summary by a netizen, Xiao Zhan’s sales volume shown in unofficial channels has reached 120,000.

These high sales mostly mean that in the fan circle, there are many die-hard fans and strong ability to spend money, and fans are willing to spend money to help their idols to get on the charts and gain face.

So, while fans are rolling up magazine sales, there are also some negative voices.

For example, Dilireba's sales in September were 11.58 million, surpassing Ju Jingyi's 11.07 million magazine sales to become the best-selling female star. Netizens joked that Ju Jingyi only had fans but no passers-by. They think actors should boast about their works instead of bragging about magazine sales.

Some passers-by also said that only fans are driving sales, and ordinary passers-by will not buy magazines.

Similarly, netizens complained about Cai Xukun's appearance on the Golden September list. Some passers-by expressed that they didn't understand why Cai Xukun could still be on the top of the Golden September list after his "collapse", and they envied his fans who stayed with him and paid for him.

Netizens couldn't help but make fun of the current situation, saying that the data of popular young actors and actresses have been brought into the fashion circle.

Compared with film and television resources, fashion magazines are also another battlefield where celebrities compete with each other, but there is less smoke of gunpowder.

However, strength and works are still the most important foundation for artists. Fans should also consume rationally, pay more attention to the artists' works, and not limit their focus on spending money to boost sales for their idols.