British Vogue got a new editor – Edward Enninful takes over from Alexandra Shulman, who announced her departure in January.
Edward Enninful has officially started his new job, he is the first male editor in the Vogue ‘s history and he has his own view on the future of the fashion magazine with the long history. So, his colleagues from other magazines are watching with interest to see what Enninful does as editor.
The first Enninful as editor-in-chief move was the launching Vogue on Snapchat, since last week, the British magazine had no account in the youth’s favourite social network. Probably, Edward Enninful strongly believes in the ability of youth make the fashion universal and ubiquitous. The most prominent young models like Cara Delevigne and Lily-Rose Depp have millions of the followers, so, Vogue joined Snapchat, too.
Vogue: The digital era
It suggests Enninful is well aware of one of Vogue’s biggest challenges, which is what the magazine’s digital presence might be in the future. British Vogue sold 8,000 digital copies per month in the second half of last year – low compared with the physical sales.
The online landscape is of course very different to print, with young consumers so used to getting so much content for free. Another important step of Enninful is hiring Steve McQueen, Kate Moss and Naomi Campbell – that’s a winning team!