The September issue of fashion glossies is the industry’s back-to-school bible. It’s traditionally the year’s biggest seller—there was a whole documentary made about the issue!—and generates particular buzz when it comes to cover models. With such keen interest in September issues, which go on sale shortly before the start of New York Fashion Week, editors sometimes take the opportunity to experiment and take fashion risks—but it’s equally important (and business savvy) to feature someone who sells. Because yes, size matters when it comes to this issue: There’s always a competition for ad pages and newsstand sales with September books. Here’s a look at the women whom fashion editors placed bets on this time around.