^ But the whole point of Tatler is its focus on society. You can't really do a feature in a society mag and have some high fashion no-name (at least to the average person on the street) model posing around. The only way you'd get a model for a feature is if it was Liz Hurley or someone like that, which is hardly going to pique the interest of anyone at tFS.
I actually think Zara is quite a fresh choice for a Tatler cover, given that we know Tatler will choose within certain parameteres for their cover star. Unlike some of the other society girls that earn covers (Pippa M, Poppy Delevingne [sp??]), Zara seems genuinely hard working and unaffected. She is not the type of person who 'works' (read: goes to parties and does some modelling for their mothers brand of posh pashminas, becomes a brand ambassador or whatever) until she marries, and then just sits around, shops, gets beauty treatments and has babies. So, I think the choice of her for the cover is more acceptable than the usual Tatler cover girls. However, she's not a stunning woman, but they could have done her justice a bit better.