Fashion Spread

Some people have been lucky capable of doing fashion spread sponsored by a magazine. But questions arise as photographers are getting too comfortable doing it and quality begin to decrease. What does a good fashion photo spread consist of? Does it need to consist more of the artist's feeling? But then, how good can the artist pass his/her feeling to the audiences? Is photo spread more of an exhibition of an artist's talents or the magazine's style, or both?... What I usually think is that fashion spreads in a magazine have limits, they cannot go beyond or be different than the concept of the magazine. But can artists have limits? They should not. But may be if the limit is just in terms of concept, it is acceptable, but not in terms of what can the artists do. Some magazines that do not have strong concept usually confuse the readers. Its fashion spreads are usually not consistent with the concept or theme of the magazine. Sometimes the reason why they do not work is because the artist cannot deliver what he or she had planned and come up with different concepts. I know that some things are relatives but I am sure that there are somekind of good guidelines on doing awesome fashion spreads. Inputs in this topic will be appreciated.