Edward Enninful's First Week at Vogue
It's been four days since Edward Enninful began his role as head honcho of Vogue, and he is already making prominent and exciting changes.
One of the largest challenges that Edward will face, will be making Vogue accessible. Vogue, synonymous with the highlife and luxury living, is made up of content not accessible to every reader.
Finding it’s digital voice
The first thing Edward announced as he officially took the reins, was that Vogue would be joining Snapchat. This social savvy move suggests that Edward is well aware of one of Vogue's biggest challenges: what might the magazine's digital presence hold for the future?
British Vogue sold 8,000 digital copies a month in the second half of last year - extremely low compared with print sales. The online landscape is, of course, very different to print, with young consumers so used to accessing content for free. Vogue's online presence will likely gain strength, as it becomes more distinct from its paper counterpart. But, the biggest challenge will be making online content engaging and different to the physical magazine; a trial that every publication faces.
Embracing Social Media and Keeping its influence in an Online World
It’s no secret that social media has changed the way the public connects with the world, but it has also become gate keeper to the Fashion Industry; Instagram is one such gateway.
We all know about the 'RiRi effect': when a designer or brand places their product on Rihanna, pictures are automatically shared, liked, and retweeted, which in turn drives up demand. Likewise, with celebrities like GiGi Hadid, brands are using social platforms to push products, thus creating a wider platform for sales.
In addition, Instagrammers, Vloggers and Bloggers are becoming a regular fixture on the front rows of fashion shows– a symbol of their Power and Influence.
The fashion industry is changing all the time, in so many ways, and it has indeed moved onto celebrity and digital influencers. But, let’s remember that the fashion industry is great at adapting and even better at keeping up with the trends, so we could well see a change in editorial tone at Vogue, which reflects that.
Changing of the Guard and Pushing Diversity
Unless you've been walking around in a Love Island haze, it was hard not to miss the changing of the guard at Vogue Towers.
Firstly, he hired big-hitters in the industry, from legendary supermodels Naomi Campbell and Kate Moss (who served as a contributing fashion editor under Alexandra Shulman), to film director Steve McQueen, and Model and Activist Adowah Aboah. But, what was equally fascinating was the exodus of the senior veterans or the old guards, women such as Lucinda Chambers (who claims she was pushed out and didn’t choose to leave).
As for how Vogue's new era could be reflected in its pages, signs point to a more diverse line-up of models and contributors. Diversity is something Edward is very keen on championing, as demonstrated in his previous work.
The industry has faced criticism for its lack of diversity, but many designers have been trying to improve. The most recent New York Fashion Week attracted publicity for the inclusion of plus-size models and a hijab catwalk show in its line-up.