Anna Wintour is the longest-serving editor currently working at Vogue, only second all-time to Edna Woolman Chase who was editor-in-chief for 38 years. And with just one month from the mark of her 37-year tenure, Wintour announced that she will step down as editor-in-chief.
Wintour’s legacy in the fashion industry is undeniable. But lately it’s felt like Vogue has gotten comfortable.
Despite her step down from American Vogue, Wintour will still oversee all 28 current global editions of Vogue and remain the global chief content officer for publisher Condé Nast. So, whoever Wintour hires as the new head of editorial content will still report directly to her. If Wintour still pulls the strings, I am worried about how much creative freedom the new editor will have. Vogue needs change, not more of the same.
As someone with a stack of Vogue magazines in my room, one thing has always been frustrating: Vogue’s overreliance on advertisements leaves little room for actual content. Advertisements were relevant when luxury brands weren’t accessibly advertised on television, but since the internet and social media, they aren’t a necessary part of the magazine. There isn’t so much storytelling in these pieces as there is marketing. How many average Americans reading the magazine are actually persuaded to purchase or can even afford most of the products? It is possible to give readers a glimpse into the high fashion world without throwing price tags in their faces. I would rather read exclusive interviews with designers to learn the backstory of certain garments that you would never know from just a photograph.
Since the 1980’s, celebrity and popular culture have conquered the media. Wintour used that phenomenon to take the publication in the direction it needed to go. A key part of Wintour’s evolution for the face of Vogue was putting celebrities on the cover and centering the magazine’s content around them While this is what helped the magazine become the powerhouse it is today, it has long since begun to feel tiresome. Honestly, I am sick of consuming fashion content about the same celebrities wearing this or that at some random event or just walking to get a coffee. It is boring, overdone and has gone on long enough. A new editor has the power to put an end to the Kardashian-Jenner effect and re-imagine what people really want to see in the fashion landscape.
To me, the seemingly obvious next step for Vogue would be to hire someone younger who has experience but would bring something new to the table. More collaboration with other fresh voices in fashion would guarantee that the new editor creates a clear vision for upcoming publications but does not fall into a singular pattern over time. Coverage of trends could be replaced by investigative pieces or profiles for people who are genuinely evolving the industry or challenging traditional beauty standards.
Vogue has the potential to shape not only what we wear, but also how we think about fashion and culture. Wintour stepping aside presents a valuable opportunity for the publication to redefine itself. I hope the next editor respects their responsibility as a figurehead for style and as an advocate in the fashion industry.
