Think back to when you were at school and there was a boy who you knew for ages but never took notice of because he was just there. Then one day you looked up and he had gone from being just some boy in your class to this drop dead gorgeous guy. You just shook your head and went - wow - when and where did that happen? Well that is what has happened with UK Elle magazine. In the 70s and 80s UK Elle was the very poor relation to Brit Vogue; not as heavy, not as glam and not as glossy. Then in the 90s and the heyday of maverick, Glenda Bailey, UK Marie Claire started kicking ass and put Elle even further in the shade. Now it seems that has all changed because Elle is right up there making waves. Since Lorraine Candy come to the helm in 2004 she has shaken the magazine to the core by bringing in the popular and much respected Chloe Sevigny as a style advisor and snapping up photographer, Mary McCartney. She also commissioned a new design that would shape the magazine into a style and fashion bible.
The April issue of Elle features the Elle Style Awards with pictures from the event, there is a black and white pictorial of the winners as well as profiles. Donning the cover is Hollywood's sweetheart a la Jennifer Aniston. We are also treated to an interview with Burberry's creative director, Christopher Bailey which is conducted by his close pal and original Pop Idol, Will Young. With wonderful images and great layouts the overall look is extremely fresh. Normally when I buy a glossy I have only found one or two articles that are worth reading but with Elle there have been at least four or five stories that I could sink my teeth into. The next issue in May looks to be a real scorcher with pop kitten Kylie on the cover looking all 60s. So with Brit Vogue getting all generic on us and Marie Claire now getting a touch bland it looks like Elle is here to save the day for glossy magazines.