As promised, Blake Lively appears on Lucky's September cover, Eva Chen's first issue since she took over the magazine in June. Initially hired in April as Lucky's consultant on "various special projects," Chen replaced former editor Brandon Holley, who has since left Condé Nast. She was reportedly hand-picked by Anna Wintour, who put the magazine's overhaul at the top of her to-do list after she got promoted to artistic director of Condé Nast in March.
The full issue won't be out until August 6, but from the looks of this cover, Wintour and Chen see eye-to-eye in terms of making Lucky more luxe. The changes are all subtle — the typeface is the same, and there's the usual soft-focus background — but the styling is much more high-fashion and, well, Vogue. Gone are the cheesy necklaces, barrel curls, and weird mesh shirts of Lucky covers past. Instead, Lively wears no jewelry at all, and stands wrapped in a plush wool coat with the sleeves scrunched up. Her slightly parted mouth is a textbook Vogue stance (see also: Kate Upton, Katy Perry, Gwen Stefani, and almost every other Vogue cover from the past year).
Meanwhile, the cover lines reveal a new focus on street style, no doubt with plenty of "shop her look" options. Also: coats and shoes! Because anyone who's ever worked in fashion knows that an "ultimate shoe guide" never fails to bring home those ad dollars.