Unveiling the upcoming chapter in Vogue's history: What lies ahead for a fresh period at this renowned fashion magazine.
In a significant move for the fashion industry, Chloe Malle has been appointed as Head of Editorial Content for American Vogue. Malle, who has been with Vogue since 2011, has risen through the ranks in digital channels, podcasts, newsletters, event collaborations, and branded content expansions.
Malle's appointment comes as the magazine prepares to navigate the rapidly changing media landscape. The "fashion bible" image of American Vogue is no longer accurate, as the brand's core now lives in vertical scrolls, newsletters, podcasts, and shoppable content.
Anna Wintour, who has been in the position for 37 years, remains with Condé Nast as the global Chief Content Officer. Under Malle's stewardship, Vogue.com's direct traffic doubled and engagement metrics significantly improved, averaging 14.5 million unique monthly visitors.
Malle is expected to make Vogue essential to Gen Z and Gen Alpha, not just a marker of prestige for fashion insiders. The company is pivoting towards subscriptions and e-commerce, with subscription revenues growing and e-commerce expanding by 44 percent via affiliate models.
The job of Vogue's head of content requires a pragmatic ambition, as the role involves managing the challenges of legacy brands, falling ad rates, platform volatility, AI threats, and relentless metrics. Malle must balance the heritage of Vogue with the demands of modern media, including audience analytics, engagement quotas, newsletters, short-form vignettes, events, collaborations, and trend-driven video.
The transition at Vogue is described as seamless, insider-driven, and politically safe. Print, once the magazine's anchor, may shrink to a handful of editions each year, printed on premium stock.
Malle, like Anna Wintour, is a "nepo baby," with her mother, Candice Bergen, being an award-winning actress who played a Vogue editor in Sex and the City. However, Malle's credentials may not be audaciously creative, but they are solid, having demonstrated her ability to drive innovation and growth in her previous roles at Vogue.
Vogue is expected to remain a "standard-bearer and boundary-pushing leader," as the Guardian put it of Wintour. Under Malle's leadership, the magazine will continue to push boundaries while making a significant impact on the next generations of readers.
As Condé Nast plans to double consumer revenue over five years, according to Subscription Insider, the future of American Vogue under Malle's leadership promises to be an exciting period of growth and evolution.
