The April 2024 issue of British Vogue marks a significant shift in the world of fashion as Chioma Nnadi takes over from Edward Enninful as the new Head of Editorial Content (the position previously considered Editor-In-Chief). The role has never seen a black woman in charge before, her predecessor being the first black, gay editorial director, making her a pioneering figure perfectly representing the intersectional and diverse climate we are living in. With an editorial background, previously working for The Evening Standard and the online branch of Vogue US - unlike Enninful who came through styling - she brings a critical and innovative eye to the post.
Born in London to a Nigerian father and a Swiss-German mother, and having lived in New York for several years, Nnadi has a diverse cultural experience that Vogue will highly benefit from. The fashion giant has been criticized in recent years for not reflecting the multiplicity of our country and instead displaying a uniformity of models, a lack of racial diversity, and that same absence in the figures of authority within the company. This frankly archaic perspective has caused Vogue to suffer, with many readers finding the magazine stale in the last few years. However, Chioma aims to continue the changes that Edward began, with a range of bodies, races, and genders shown on those respected glossy pages.
Speaking on the podcast So… what do you do again? She spoke on her view of sustainable fashion and how her personal taste will influence her governing philosophy for the magazine. How a focus on fashion’s ‘newest thing’ will move to more ‘archival fashion’ and vintage fashion, her regular London haunts being Portobello Road and Rellik. This is a reflection not only of how the vintage fashion market is a far more sustainable enterprise with its circular economy and low-waste output. But also, in the wake of COVID and the cost-of-living crisis, many find that the pages of Vogue simply do not accommodate the average reader’s budget and how exclusive that can feel. When asked about her spending habits, Chioma disclosed that one of her priorities when buying new is ensuring that whatever brand she is buying from is sustainable, ethical, and created by people who share her values. She also endeavors to discover unknown and up-and-coming designers who may not have reached a global audience yet, using her tenure at British Vogue to spotlight these smaller names and give them a platform for success.
This fresh and dynamic perspective, encapsulating the values of the current moment, has caused excitement from the student body, and many people who said they might not have bought Vogue before will consider reaching for it in the local corner shop. The feeling that she is refreshing the views traditionally held by the magazine to mirror the values and attitudes of Gen-Z and the changemakers of the world who are disrupting the status quo in every area of society, is a very powerful one, igniting enthusiastic hope within readers.
