Kate Middleton's Vogue cover still wasn't the best selling of the year
Kate Middleton's top secret British Vogue cover was one of the most talked about fashion moments of the last decade, but it still didn't translate into sales.
The Duchess of Cambridge featured on the cover of the style bible's centenary issue in June and while it took months to organise in secret and hitting headlines around the world, it still played second fiddle to the magazine's iconic September issue.
It was the first time Kate, largely considered the most influential style icon in the world, appeared in any magazine and was a major coup for the publication in its 100th year.
Editor Alexander Schulman, who has been at the helm of the magazine for nearly 25 years, revealed on Radio 4 that Cara Delevingne's appearance in the September issue outsold the royal special.
"Yes she did very very well for us but actually she wasn't the best selling issue of the year," she said.
"But that's not because of Cara Delevingne it's because it's the September issue and everyone wants to buy Vogue for fashion, so you can't really judge it that way."
- Read more: Exclusive: 'I was very disappointed with Kate Middleton's Vogue cover' - Irish designer Paul Costelloe
The news comes after Irish designer Paul Costelloe, who previously worked with the late Princess Diana among other members of the royal family, said he was "disappointed" with the cover.
"I was very disappointed with Kate's Vogue cover," said the famously outspoken designer to Independent.ie.
"It wasn't like Princess Diana at all."
Costelloe, whose work has been shown at London Fashion Week since 1991, feels that the cover didn't do the mother-of-two justice.
"She's still stunning, but they could have done a lot more for the cover," he said,
"Kate's not as individual as Princess Diana. She's not offering the excitement, unexpectedness and vulnerability that Princess Diana did."
"She's filling the perfect daughter-in-law role," he added.
Details of Kate's shoot were on a need-to-know basis with Schulman famously lied to a documentary crew about the cover star in order to keep it a secret and the editor opened up about what the mother to Prince George (three) and Princess Charlotte (one) is really like.
"She's incredibly likeable. She really is. She wants to do what she's doing well, and she's very professional," she told ES Magazine.
"Diana was more interested in that high-voltage celebrity, that was something she really embraced. The Duchess of Cambridge is prepared to do her bit, but it's not one of the things that she most cares about."
"She loves her kids and the countryside. Dressing up, that's a professional side to her. It's a sort of uniform, all those lovely couture costumes."
Schulman added that Middleton would not be opting for a high fashion shoot in standard with their normal theme.
"She is not a clothes horse. The idea that she is a kind of silent mannequin that just wants to put on expensive clothes is so not what she is. And I think she wanted this cover to reflect that," she said.