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How did the same Miu Miu dress get on the covers of W, Elle and Vogue?

How did the same Miu Miu dress get on the covers of W, Elle and Vogue?

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Pursuitist Luxury Best Luxury Blog

Getting yourself on three glossy magazine covers in the same month is quite some feat. But that’s exactly what has happened this month. Only the success hasn’t been won by a publicity-hungry Hollywood star, but a dress. An appliqued Miu Miu dress, to be precise, costing between £1,515 and £3,210. It simultaneously stars on the August covers of British Vogue, UK Elle and the US super-glossy, W. – from Guardian