Fashion, particularly clothing, footwear, and accessories, is among the most purchased online products in the Nordic countries, with the market projected to grow from $9.5 billion in 2023 to nearly $1 billion by 2027. In this context, Vogue Scandinavia, launched in 2020 with Martina Bonnier as Editor-in-Chief, reflecting the region's cultural and political identity while focusing on sustainability. Despite presenting a variety of women in their covers, it is unclear whether Vogue Scandinavia follows or challenges the fashion industry's traditional exclusionary norms and unrealistic beauty standards for women. The purpose of this research is to study the portrayal of women in women’s fashion magazines, more specifically in the pages of Vogue Scandinavia by analyzing the physical traits of the women pictured in the magazine as well as the discourse crafted around them in the issues’ cover stories.