It's the most important fashion issue of the year and this year, the September issue is causing trouble at W Magazine, as well as some other titles, all because of a Prada dress.
The dress in question appears on the covers of Vogue Japan and Harper's Bazaar UK on Katy Perry and Rosie Huntington-Whiteley respectively and was also reportedly going to adorn W's September cover, on Gigi Hadid, until editors had to pull the cover at the eleventh hour, upon discovering the mix up.
Titles expect to receive cover garments exclusively from designers, precisely to avoid scenarios like this. The same dress also appears inside Marie Claire and InStyle, and Lily Donaldson wears a similar version on Elle UK's August cover.
"I always choose the cover image that I think is the strongest, and it's selected independently of what the subject is wearing," insists W's Stefano Tonchi, playing down the dress drama and suggesting that their cover switch was an independent decision.