Something very disturbing happened last week. I was in a dentist’s waiting room flicking through a copy of Vogue. Without thinking I put it back on the table and started reading Golf Digest instead. This type of behaviour is very unusual for me. So why did this happen? The immediately obvious answer: Vogue is boring. Or, at least the first twenty pages are. As the clearly labelled tin suggests, Vogue simply presents the current prevailing styles and fashion. It is not a literary classic. But I am someone who loves fashion. And I am eminently stylish (winky face in tow). So Vogue, and for that matter any other vehicle for advertising luxury brands like it, should appeal to me. I therefore decided to undertake a little research project to explore this incident in more detail. Here’s what I found.