Wintour will remain Condé Nast's chief content officer, a role she has held since 2020. This means that she will still play a role in overseeing Vogue's content, along with the company's other magazines such as Wired and GQ. During her reign, as editor-in-chief, she transformed the magazine and ensured its relevance in mainstream pop culture. From her first front Vogue cover, in November 1988, where she styled model, Michaela Bercu, in a pair of $50 Guess jeans for the first time in the magazine’s history. She truly left her own personal outlook on the magazine, shifting the public image of the magazine to combine both fashion and celebrity culture, following the revolutionary feature of Madonna on the cover in May 1989.
However, Wintour’s tenure at Vogue was not without its criticism. Having been in the position for 37 years, some have argued that although the magazine has established a strong legacy, it has lacked an element of surprise and reinvention in its latter years. With Vogue now under the leadership of Chloe Malle, it will be interesting to see how the print publication will be able to maintain and grow its relevance in a world where digital media is more readily consumed. For Malle to succeed in her role as editor-in-chief, she will need to diversify the public perception of the Vogue brand.
Vogue has already shaped who I am, now I'm excited at the prospect of shaping Vogue.
In an interview with Vogue Business, following Malle’s announcement of the news, she said, "Vogue has already shaped who I am, now I'm excited at the prospect of shaping Vogue.” Under the leadership of Malle, the magazine will undoubtedly lean into broadening its use of multiple media platforms. If previous examples of Malle’s work are anything to go by, pieces published by the magazine are likely to intertwine fashion with political, social and cultural commentary. There is a degree of speculation that with Vogue now likely shifting to a greater focus on digital material, it may result in the US edition having fewer print issues, with there being a stronger focus on theme-based issues.
I believe that over time, Malle will be able to build her own personal brand that will elevate the Vogue brand in the same way that Wintour’s iconic bob and sunglasses had become synonymous with the magazine. Although Malle is the acting editor-in-chief of Vogue, the most recent October issue of the magazine likely still saw large influence from Anna Wintour, given the lengthy time from planning to post-production to publication. Yet, Malle’s creativity can still be seen in the most recent edition with her authorship of the ‘Range Life’ article about the cherished friendship of Kendall Jenner and Gigi Hadid as they are photographed in matching Alexander McQueen.
By the dawn of the new year, Malle will have the opportunity to exercise her full influence over the creation of the magazine. In my opinion, the magazine will remain true to its central focus on high fashion yet will aim to diversify its readership for a dynamic, younger, and more fashion-critical audience. Potentially, there could be a shift from prestigious high fashion to a still-sophisticated yet more accessible form, one that places a greater emphasis on alternative styling with the introduction of new celebrities to take front and centre on the cover of the so-called ‘fashion bible’. Ultimately, only time will be able to tell if Chloe Malle will be able to reinstate Vogue as a cornerstone of contemporary pop culture.