Vogue China has been doing something different from other international Vogue issues for quite sometime now. It features advertorials -- advertising + editorial, which is like a catalog where only one designer or brand is worn/shown throughout the entire story.
This concept is nothing new, per se. It is merely an extension of what has been happening in fashion editorials for a long time now. A regular editorial spread may still showcase multiple designers in a story but the mix-and-match of items from different designers in one single look is becoming increasingly rare. Most advertisers 'encourage' magazines to dress the model in a designer's complete runway look from head to toe, except maybe for accessories unless the brands also have an accessories line to further complete the look.
When was the last time you saw an editorial where a Prada dress is paired with anything but Prada shoes and bags?
Model: Du Juan (IMG)Advertorial: H&M
Magazine: Vogue China, May 2011
Photographer: Benny Horne
Stylist: Akari Endo-Gaut
Hair: Unknown
Makeup: Unknown
Source: Design Scene