"There's no point in putting behind-the-scenes videos on the website for free if you are trying to get people to look at them for £3.99 on the app," she says. Vogue's website operates independently and Shulman, while praising the online team for its rapid response to fashion news stories, warns that the brand will need to delineate its various offerings. The iPad product has been produced by the magazine team without additional staff. She will focus on that ahead of producing the second Vogue app. She will give the fashion bible another redesign in March to make the format a little less rigid. "I'm more interested in Vogue's 100th anniversary than my 20th," she says, indicating that she intends to remain in situ until at least 2016. "What we haven't done is create different content for the iPad, which is not the way to go if you want to keep your sanity."Ī little more than a year from now Alexandra Shulman, 52, will be starting work on her 20th anniversary issue as editor. "We've played with the content made for the magazine and given it a different texture," says Shulman. Both videos are based on features from the magazine. Elsewhere, the make-up artist Lisa Eldridge discloses some secrets. Set designer Shona Heath talks about how she created the "star signs" shoot, in which a faux-fur headdress turns a model into a Serengeti lioness for Leo. In addition to the experience of reading the 300-plus pages of Vogue on a screen, there are a succession of video features, which serve as both luxurious treats and insights into the workings of the fashion business. Given such hurdles, the Vogue app is quite an achievement. "They don't have the time to edit but don't want another photographer or crew on their shoot," says Shulman. Even enthusiastic collaborators face the enemy of the tight deadline when producing video. Negotiations take place on "whether or not you can use what they create for us and what we are paying for in terms of use of the content in digital formats". The stellar operators commissioned by Vogue "are well aware of the worth of their name", says the editor.