The fashion world had been especially dubious about the new direction. Revenue from fashion advertisers has plunged. Estée Lauder alone has moved $2.5 million in print advertising from
Vanity Fair to other Condé titles over the past few years, although the cutbacks began under Carter. Jones’s
first cover, featuring screenwriter-actress Lena Waithe, had surprised readers who didn’t know who she was and elicited some of the uglier responses to Jones’s regime. (A prominent publicist went up to a
Vanity Fair editor at a party after Jones took over and asked, regarding its diverse cover stars, “What is this,
Ebony Fair?”) But some in the fashion world were fixated on the simple fact that Waithe was wearing a T-shirt. “That could have been an incredibly powerful moment — changing the culture, upending Hollywood. But did she have to wear a T-shirt?,” a Condé salesperson told me. “It felt like they were completely walking away from fashion.”