Chloe Malle, current editor of vogue.com, will succeed Anna Wintour as editor of American Vogue. She becomes Head of Editorial Content, as the title now is, with immediate effect. It’s a huge moment not just for Malle, but for the brand and parent company Condé Nast, too. How will it navigate the post-Anna era?
Not that Wintour is going anywhere. She has relinquished the US editorial title, but continues overseeing titles from around the world as Chief Content Officer. Like her equivalents in other countries, Malle reports to Wintour, who she describes as her “mentor”.
The office politics and drama of that is all great fun. I have no doubt that media reports in the US will delight in bringing the stories to us. What is more important is what Malle is going to do with such a storied brand. She told the New York Times that the number of print editions is likely to decrease. Instead, she wants to make them higher quality collector’s items. Per Jessica Testa:
Ms. Malle believes issues should be released less frequently and around specific themes or cultural moments, upending its current monthly schedule. These issues should be viewed more as collectible editions, printed on thick, high-quality paper. Her first print issue will most likely be published next year.
Chloe Malle is Trying to Move Beyond Anna Wintour
The above aligns with other conversations regarding the future of print that I’ve heard and been part of. And it makes sense. Few people are like me and want copies of various publications piling up at home. However, plenty do still value being able to read something that is beautiful and not on a screen.
Interestingly, the new(ish)-look American Vogue might take a similar approach to online coverage. Malle told the NYT that she wants “a more direct, smaller, healthier audience”. Again, wise in the modern media age. Nobody wants churnalism any more, and she seems to understand that.
Conde Nast is going through a tumultuous time, with numerous rounds of layoffs. A company that was previously considered to be at the heart of the culture, doesn’t always seems entirely sure of itself anymore. Vogue, alongside Vanity Fair, sits at the centre of what Conde Nast is and how it sees itself.
It’s going to be fascinating to see whether Chloe Malle can bring the glory days back, or if Anna Wintour start getting twitchy, just a few doors down the corridor.
About the Author
