The fashion magazine & the essential workers

British Vogue celebrates Essential Workers on the July 2020 cover

“The New Front Line: Celebrating courage in the face of adversity.”
The cover of July’s Vogue was inspired by our everyday heroes on the front line, featuring a train driver, a midwife and a supermarket assistant.


How did the collaboration come about?

Through a change in direction for Vogue, responding to the global crisis. The three women pictured on the cover proudly represent and celebrate the millions of key workers in the UK, who did not stop going to work in the face of danger.

“Our heroes today are different. There has been a shift in who we look up to and admire, and these people need to be celebrated. They were always heroes, doing their jobs to keep this country on its feet – but they are also normal people. There is such a beauty in normality, but it’s taken an international crisis for us to see it.”
Edward Enninful, editor-in-chief


What were the most important factors that contributed to the success of this project?

Response to COVID-19
Combination of skill sets
Combination of participants
The ‘big’ idea
Social impact
Existing relationships


Project funding

British Vogue


Image Credits: British Vogue