The development of mass media in the $20^{th}$ century has resulted in the rapid growth of the fashion industry. Fashion magazines like <Vogue> are performing the function of spreading new styles in addition to simple provision of fashion trend information. Therefore, the present study tracked the trend of changes in the cover models of USA <Vogue> during the last 10 years $(1997{sim}2006)$, and examined qualitative and quantitative changes in the contents of USA <Vogue> for the last 20 years. According to the results, $50{sim}75%$ of cover models were super models during the period from 1997 to 2006, but the percentages of fashion models and celebrities became similar to each other in 2001, and from 2002 to 2006 celebrities occupied around $75{sim}92%$ of cover models. When the contents of USA <Vogue> were analyzed by category, columns that showed strength in 1986 but decreased gradually until 2006 were style suggestions(p<.001), fashion shooting on the theme of TPO and items(p<.05). Fashion columns that showed weakness in 1986 but increased through the 1990s and until 2006 were celebrity style(p<.05), item introductions(p<.001), shopping information(p<.001), designer interviews(p<.05) and fashion shooting on the theme of mood and celebrity(p<.05). These results suggested that the function of USA <Vogue> as a fashion magazine was mainly the provision of information on how to wear the new styles in 1986, but nowadays the contents have changed to information on what to buy. In addition, the results show that contents using highly popular celebrity increased rapidly in the 2000s.