Everyone knows it is a massive faux pas to be seen in the same dress as someone else, let alone a rival. It was to many a glossy magazine editor’s surprise last week then, when the same Miu Miu dress was released on the cover of three major magazines. Freja Beha on UK Vogue, Eva Mendes on W, Mona Johannesson on Swedish Elle and Lily Allen on Elle UK  all appear in Miu Miu’s appliqued mini dress on the covers of their respective August issues (Lily and Mona in lilac and Freja and Eva sport the tangerine). Who do you think wears it best?

This sort of multiplicity is intentionally avoided, and fashion PR’s work schematically to make sure this doesn’t happen. Although there has been controversy concerning this overlap, coincidences like this are hard to predict, with a huge element of chance involved on what ends up on the cover. Masses of clothes are taken to a shoot, more if a celebrity is being shot, as it depends what they will chose to wear and which samples will fit them, which looks finally get photographed and which will be the best shot chosen for the cover.

Elle’s editor, Lorraine Candy, explains her choice; “When we saw this Miu Miu dress on the runway in Paris we knew we had to have it for a cover this year and August, the first new season cover, seemed the perfect fit. It ticks all the boxes for a cover; it’s feminine and sexy but modern too. I love a playful element on a cover as it appeals to the ELLE reader who doesn’t take herself so seriously. A cover dress should inspire you with the mood of the month and this one does.” The fun sixties Mary Quant vibe of Miu Miu’s A/W 2010 collection, with short, narrow silhouettes, high, chin scraping collars, floppy bows and rosettes in a bright palette, worn with square toed pumps, sums up how we want to look and feel right now; youthful and carefree.

Featuring appliqued leather flowers and large scalloped pockets in orange wool for £1,515, or in lilac with a heavily embroidered lace overlay for £3,210, you better get yourself of the waiting list for when this dress hits stores next month!

Grace Joel