Vogue China’s “Golden September” Celebrates 20th Anniversary with Star‑Studded Covers and a Social‑Media Frenzy

The collective cover, a tableau of twenty‑something leading ladies, includes Liu Yifei, Yang Mi, Ni Ni, Dilraba Dilmurat, Song Jia, Zhang Xiaofei, Xin Zhilei, Ma Sichun, Zhang Zifeng, Wen Qi and Li Gengxi. While the group image underscores the magazine’s collaborative ethos, the individual covers have generated their own vortex of excitement. Yang Mi’s solo portrait, for instance, is being hailed as the culmination of a “Big Ten Magazine Grand Slam” – a first for an actress in China’s internal entertainment industry – cementing her as a fashion icon as much as a screen star. Dilraba Dilmurat’s own cover, rendered in a cascade of silk and sequins, further fuels the narrative that these women are not merely muses but curators of style trends themselves.

The visual language of the editorials amplifies the allure. Stylists paired the celebrities with high‑end accessories that read like a wish list of the global luxury market: Bvlgari bracelets spiraled across wrists, while Christian Louboutin stilettos clicked against polished marble floors. The meticulous focus on outfit construction, from the cut of a Mandarin‑collar coat to the shimmer of a metal‑threaded gown, has sparked intense fan discourse on Weibo, where netizens dissect each look with the fervor of a runway review and the devotion of a fan club. Comparisons of the covers, speculation over missed opportunities – most notably rumors that Zhao Lusi was snubbed for the marquee – have added a layer of intrigue usually reserved for celebrity gossip pages.

Behind the scenes, the issue serves as a showcase for the transnational pedigree of Vogue. Condé Nast, the conglomerate that owns the brand, continues to lean on its global editorial leadership, with Anna Wintour presiding over the magazine’s worldwide vision and guiding strategy from New York. Margaret Zhang, the former editor‑in‑chief of Vogue China, still looms large over the magazine’s aesthetic direction, having shepherded the publication through a decade of rapid digital expansion and an increasing emphasis on home‑grown talent. The editorial team’s collaboration with international fashion houses – Dior, Balenciaga, and Valentino among them – underscores Vogue’s role as a conduit between the Chinese market and the global runway.

Vogue’s resonance in China goes beyond static print. The “Golden September” issue dovetails with a series of high‑profile events that the brand has staged in recent months. In October 2024, Vogue hosted its “Forces of Fashion” summit in Shenzhen, a three‑day conclave that explored the intersection of technology, sustainability and design, drawing over 3,000 industry insiders. Earlier in the year, the magazine launched the “2024 Vogue China Chinese Young Designer Support Program” out of Shanghai, pledging mentorship and financial backing to a new generation of creators. These initiatives reinforce the publication’s narrative as a catalyst for cultural production, aligning with the celebratory tone of the anniversary issue.

The fan response to the September issue illustrates how fashion media can function as a shared cultural touchstone. Threads on Weibo compare the aesthetic narratives of each cover, speculate on which actress best embodies “in‑vogue” sensibilities, and celebrate the symbolic power of representation on an international platform. For some, the issue represents a validation of Chinese popular culture’s entry onto a global stage traditionally dominated by Western names. For others, it is a reaffirmation of a long‑standing domestic hierarchy, where the presence of a star on the Vogue cover can translate into heightened commercial leverage and broader media opportunities.

Yet, the fervor also illuminates underlying tensions. The speculation over Zhao Lusi’s absence raises questions about the criteria for inclusion and whether celebrity clout outweighs editorial merit in a publication that still must maintain its editorial integrity. Moreover, the hyper‑focus on luxury brands – the Bvlgari gems and Louboutin heels that dominate the visual spreads – has prompted a subset of netizens to critique the magazine’s penchant for high‑priced aspirational aesthetics at a time when China’s luxury market faces a cautious consumer climate.

As the 20th‑anniversary issue circulates, Vogue China’s editorial agenda appears clear: fuse the glamour of global haute couture with the star power of China's entertainment elite, all while positioning itself as a conduit for emerging design talent and a platform for dialogue on fashion’s broader cultural impact. The “Golden September” issue, both a celebration and a statement, underscores how a magazine once known simply for its glossy pages has evolved into a dynamic arena where celebrity, commerce, and creative vision intersect.

In the months ahead, Vogue fans will be primed for further milestones. The brand has already signaled upcoming events – a “Twenty‑Years Group Model Cover” celebration slated for August 2025 and a May‑2025 cover featuring Wang Yibo set for release in April – ensuring that the conversation remains in motion. As the magazine continues to map the currents of style across China’s shifting sociocultural landscape, each new issue will not only document what is “in‑vogue” but will actively shape the narrative of modern Chinese fashion, cementing its place as both a chronicler and a creator of trend.