She's really doing it right, i think what Gemma's team has been smart about is instead of doing editorial work for less prestigious magazines like many of her peers are relegated to now, they've held out for the bigger titles - Allure, Pop and now VI. And yes Vogue Thailand and Vogue Australia aren't necessarily top tier, but those were OG cover stories, which any model would kill for. I think not settling for literally any cover or editorial, the Coco Rocha route, has made the appearances more special, and doesn't feel overexposed or forced.