I don't mind seeing a dressed-down style on the cover from time to time, but it does mean that other qualities have to shine through in the image, something about the person's face or pose. If that doesn't happen, you end up with a cover shot that says nothing.
Last week, my local newsagent started stocking French Elle - but it was that dull Beart cover, which nobody bought. I spent all week waiting for Malgosia's issue to turn up, which it did today. But now I know that I won't be getting it next week, because I have that cover to look forward to. Poor sales will lead my store to drop the edition - probably just in time to miss a series of summer covers featuring insanely wonderful models looking wonderful in swimwear.