Vanity Fair Scores a Viral Coup With Caitlyn Jenner’s Bold Debut

The Annie Leibovitz cover is an instant hit

Headshot of Emma Bazilian

Move over, Kim. Another member of the extended Kardashian family is set to "break the Internet" with her first official magazine cover. Today, Caitlyn (formerly Bruce) Jenner made her public debut on the July 2015 cover of Vanity Fair, which was shot by Annie Leibovitz and accompanied by a story by Pulitzer Prize-winning journalist and author Buzz Bissinger.

Jenner's cover is a massive coup for Vanity Fair, whose lackluster newsstand sales (which fell 20 percent in the second half of 2014, per the Alliance for Audited Media) are sure to get a major boost when the issue comes out June 9. Subscription sales are likely to benefit, too, with the magazine offering early access to the cover feature with the purchase of a digital subscription.

Vanity Fair says Bissinger spent hundreds of hours over three months with Bruce, "and then countless hours with Caitlyn, also attending the photo shoot with Leibovitz at Jenner's Malibu home."

Unsurprisingly, the cover instantly went viral upon its release, with "Caitlyn Jenner" rising to the top of Twitter's trending topics list just minutes after Vanity Fair posted the cover on its website.

Meanwhile, Caitlyn Jenner's brand-new Twitter account had gained more than 200,000 followers within an hour of its creation.

Jenner's first tweet was retweeted nearly 60,000 times. Jenner, who first announced her transition in an interview with Diane Sawyer in April, will also be the subject of her own docu-series premiering on E! next month.

@adweekemma Emma Bazilian is Adweek's features editor.