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Fashion

Vogue Portugal called July/August 2020 edition 'The Madness Issue'

As many as four front covers were created for The Madness Issue, with the one of them showing a psychiatric hospital with a text that says: "It's summer outside."
Summer 2020 really turned out to be complex, but readers did not share such creativity of the publishing house. The cover caused an extremely negative reaction on the network, with more than 5.5 thousand Instagram comments most of which were negative. "Illness is not a fashion trend! I don't know what you were thinking about while doing this!" - the reader commented. "Mental illness is not a cover concept," adds another. "It’s absolutely disgusting. If you want to talk about mental health, tell real stories and provide support, rather than creating honestly horrifying photography just to show your aesthetics and style," – many others add.
After the backlash from readers, Vogue Portugal management announces in their Instagram post that the cover will be removed, and apologises.
"Vogue Portugal has taken the decision to pull one of the four covers of our July/August issue, which depicts a scene of a psychiatric hospital as well as the inside cover story based around the topic of mental health. Vogue Portugal deeply apologises for any offence or upset caused by this photo shoot. On reflection, we realise that the subject of mental health needs a more thoughtful approach. We sincerely apologise for this," says the publisher in their statement.