Review: How Green is my Elle?

So the "green" issue of Elle magazine is out.  They announced it in February and there was a lot of hoopla about how it was going to be printed on recycled paper (underwritten by an advertiser that's gotten enough free press out of it already - oh, all right, it was Aveda!  Happy?), guest-edited by Laurie David, and containing a tasteful amount of eco-centric material.  But in a world where perfume samplers and metallic inks reign supreme, how green is it really?

So, "recycled", in this issue of Elle, means 10% post-consumer content.  Typical office-grade recycled paper is 20-30% and can be as much as 50%.  But okay, they're trying.  It's still glossy paper, which is hard to recycle, and it has perfume inserts, which make it even harder to recycle.  But okay, they're trying.  And, the perfume inserts mean that although it is a "green" issue, it's still bad for people with chemical sensitivity - perfume allergies.  But okay...

No!  You know what?  These guys have GOUTS of money.  If they wanted to be serious about doing a green issue, they could've done a hell of a lot better.  Without spending more money.  Just by having smarter processes.  Their unseriousness was evinced by that the cover had more space allocated to their "100+ SEXY SWIMSUITS!" than it did to the actual green angle.  It was a publicity gimmick, and it worked - I bought their magazine, which I never do - and they should be complimented on having reached a new market with their promotion.  But the actual green-specific content is about as substantial as any theme issue - I had the feeling that next month could be Brazilian fiesta with cute little Toltec earrings available in gold and cherry pink.  I really want to pat these guys on the back because they're taking a baby step in the right direction - but they have an exaggerated sense of entitlement to that back pat.

This month's U.S. Vanity Fair, by contrast, dedicates 90% of its cover to its "green" issue.  It doesn't fool around with 10% recycled paper paid for by one of its advertisers.  Its letter from the editor is expansive and intelligent.  Because Vanity Fair was lower-key and overall classier about the whole thing, they get more points, despite not using even 10% recycled paper.  Attitude counts.  And you can look at pictures of Dolce & Gabbana sunglasses either way.

Ella had a more serene comment about the green Vanity Fair recently.

[Gabrielle Taylor]