It has been four months since British Vogue got its new editor in chief, Edward Enninful. And every cover since then has been ‘eventful’! If they were accused of lightening the skin of cover star, Ghanaian-British model Adwoa Aboah in December, the January cover star Taylor Swift was not even interviewed in the magazine – all that featured within was a poem written by the singer! The February cover valiantly claimed to talk about race – using images of the white-only Nicole Kidman and Margot Robbie!

The March issue has fared admirably in keeping the controversy flag flying high. While dual covers have been released; one each with supermodel sisters Gigi and Bella Hadid, it is the photoshoot images inside the magazine that have whipped up a storm. They feature the siblings, minus a stitch of clothing, uncomfortably (to most eyes!) close to each other.

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Photographed by Steven Meisel and styled by Joe McKenna, the reactions have been extreme – probably just what Enninful desired. One social media user dissed the cover saying, “This is so far from fashion rules!! This is weird, incestuous and disgusting!! Shame on you Vogue!! What kind of messages do our girls have to understand from this cover??!” Another added, “I don’t understand the incestuous selling point between sisters like these girls or all the Kardashians rolling around in their boy panties together for Calvin Klein.”

“This is just not right, those sisters should know better, especially their mom,” wrote one user, while yet another echoed the vast majority, saying, “Call me old fashioned but isn't it a wee bit odd for sisters to straddle one another billy bollock naked!! And why has Bella got a brand new face?! No?? No one??