I always want to like US Bazaar. Throughout the pages, more technical thought has gone into producing the imagery than you'll find in any Vogue, there are always reminders of how editorials used to be crafted and presented.
However, the edition overall feels weak - there may be technical proficiency, but the end results - more often than not - feel underwhelming. There's the occasional outstanding editorial, which only serves to make you imagine how good the magazine could be, if everything was on that level.
What I want to see from US Bazaar is bravery. The coverlines of this issue talk of 'instigators, outliers and boundary breakers' - but they choose Kendall Jenner for the cover? Commercially, we know why, but US Bazaar often decides to present things in ways that sound downright stupid (I also read the articles).
I wish there was the passion and bravery to build on the skills and resources available to the magazine, to present a vision to the readership that stands above the diktats of social media.
Be the outlier and boundary breaker that you want to talk about on the cover. But maybe not the instigator, that's a word associated more with actions leading to a negative outcome.
And the word 'disruptor' has probably been trademarked by Conde Nast, given how much they love to use it on their covers. But does anyone truly like disruption? It doesn't really sound like a good thing either.