Vogue’s September Issue Debuts with New Leadership

This year’s September issue of Vogue is making waves in a rather unexpected way.

Anna Wintour announced her successor as editor of the US edition on Tuesday, but the reaction from those in the media and fashion world seemed mixed—while there’s a fresh face, her connection to what readers truly want appears a bit distant.

The new editor-in-chief is Chloe Malle, age 39, who happens to be the daughter of actress Candice Bergen and the late director Louis Malle. Malle’s background in social media positions her uniquely, yet industry insiders express concerns about her actual impact on resuscitating a magazine struggling with declining readership.

Some insiders opined that Malle’s connections might provide some stability, but many believe it’s not enough to counteract the magazine’s struggles. “Honestly, it hardly matters who Vogue hires,” one source quipped. “They could have picked Carrie Bradshaw from ‘Sex and the City’, and it still wouldn’t change much.”

The magazine’s latest September edition, featuring Emma Stone on the cover, spans 365 pages, a stark indicator of its evolving status.

A spokesperson confirmed that 70% of Vogue’s revenue now comes from digital avenues and events, including spectacles like Vogue World and The Met Ball, reflecting a strategic pivot within the Condé Nast-owned entity.

This shift ties closely to a notable decline in traditional print subscriptions, prompting the need to explore alternative paths for sustaining the business.

During discussions with Condé Nast, which also manages publications like The New Yorker and Vanity Fair, Malle suggested reducing the frequency of print issues to just a few each year rather than maintaining a monthly release schedule. Some reports indicate that these would be thematic and visually enticing, designed to become collectors’ items.

Malle emphasized the necessity of establishing her unique approach. “Making this my own will be vital. It’s crucial there’s a significant shift that reflects my vision,” she remarked, though she acknowledged the challenge of distancing Vogue from Wintour’s longstanding influence.

This isn’t entirely new territory—Vogue has been adapting for years in the wake of dwindling print readership. Yet, many doubt this will suffice to bring the magazine back to its former glory with a wealth of advertising.

“The monthly model seems outdated,” one insider commented. “Fewer people are buying magazines. Each edition now needs to offer something special. What truly captivates readers?”

While Malle is mapping out a new direction for Vogue’s print editions, Wintour, who has held her position for 37 years, remains just a short distance away, continuing her work on expanding the brand globally.

Wintour, now 75, still oversees Malle as the Chief Content Officer at Condé Nast. Malle candidly stated, “No one will truly replace Anna,” and noted that while Wintour is pleased to remain involved, some potential candidates were hesitant due to her lingering presence.

In her speech to staff, Wintour even humorously labeled herself Malle’s “mentor…and student.”

Malle is perceived as more approachable and down-to-earth compared to Wintour. Known for personalizing her workspace, Malle has a Lego model of a Disney villain crafted by her young son and has been seen celebrating alongside musician Jon Batiste at a runway show.

People within the fashion community respect Malle, recognizing her as a capable but unique leader, according to a source familiar with her work.

Insiders also noted that given Condé Nast’s ongoing cost-cutting measures, the company seems unlikely to invest heavily in securing prominent names.

While Vogue’s representatives are tight-lipped about Malle’s salary, she has hinted that the site needs revamping, aiming to provide more in-depth and engaging features tailored to a focused audience.

With specific stories, like Taylor Swift’s engagement news, performing well online, Malle envisions a more journalistic approach for future content.

Identifying herself more as a journalist, Malle has faced significant challenges, including recent backlash over a cover story related to Lauren Sanchez Bezos, who recently married Amazon founder Jeff Bezos.

“There’s definitely an expectation for noteworthy content,” Malle reflected. “Creating something memorable is essential, and recently we achieved just that.”

When pressed about prospect of featuring Melania Trump on the cover, Malle opted not to comment.

Previously, as a digital editor, Malle was credited with bringing in a younger correspondent known for lively social media presence during last year’s presidential election.

Embracing her background, Malle described herself as a “prideful Nepo baby,” stating that it has fueled her drive to demonstrate her capabilities beyond being just Candice Bergen’s daughter.