It's proving to be one of the hottest fashion items this summer. Before it hit the shelves last week, there was a waiting list.

At some stores, the allotment was reserved by customers weeks ago. It's not the latest "it" bag or shoe.

It's the July issue of Vogue Italia, heavily hyped because the entire issue is dedicated to black models, reportedly in response to a lack of diversity on the runways.

Gimmick or not, the issue is reaching collector's-item status. Featuring such legends as Naomi Campbell, Iman, Veronica Webb and Toronto's Yasmin Warsame, the beautiful fashion images are splashed all over the web.

How big is the frenzy to get a copy?

One customer at a Toronto-area store offered $100 to get onto the waiting list for the $33 magazine.