Margaret Zhang and Vogue China's next chapter

The long-rumoured search for a new editor-in-chief for Vogue China has finally settled, with 27-year-old Margaret Zhang at the helm.
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On Thursday, Condé Nast officially announced that Margaret Zhang has become the editor-in-chief of Vogue China. At 27, the Chinese-Australian born Zhang is the youngest editor-in-chief in Vogue history. She replaces Angelica Cheung, Vogue China’s founding editor who departed in November.

Anna Wintour, the chief content officer of Condé Nast says, “I am so delighted that Margaret is our new editor-in-chief of Vogue China. Margaret was actually the very first candidate we interviewed for this position and, frankly, by far the most outstanding. Her international experience, exceptional multi-platform digital expertise and wide-ranging interests are the perfect combination to lead Vogue China into the future.”

Zhang’s appointment marks a strategic shift and the beginning of a new era for Vogue China. With 1.2 million Instagram followers, Zhang’s goal is to turn a younger, digitally native generation into fans of the fashion magazine.

Editorially, sustainability and diversity and inclusion are top of mind. “It’s not about having a green issue here or a sustainability conversation there. It’s about how you practice those principles, and it’s the same thing with diversity,” Zhang says. “Everyone who appears in Vogue China should be someone that people can look up to in a really substantive way and who are driving innovation, regardless of what industry they’re in.”

Li Li, managing director of Condé Nast China, says: “Her ability to leverage Condé Nast China’s data and insights together with her knowledge of new and emerging digital platforms will help us, together with our partners, to create cutting-edge programmes, campaigns and events.”

A look into the future of Vogue China

At present, Vogue China has accumulated more than 57 million readers in print, digital and social channels, and has been actively building up its digital influence in recent years on platforms like WeChat, Weibo, Little Red Book, Douyin, Bilibili and others. Zhang is set to bring her digital and social media experience to Vogue China, and create new relevant topic ideas that resonate with local Chinese readers.

She sees her new responsibilities as a role geared to both domestic and international markets, and she believes her international experience enables her to fulfil them well.

“Gone are the days that you could have a nameless, voiceless face in a fashion editorial,” she says. “People want to understand, what value are they adding? What opinions do they hold? And how can I really relate to that?”

Zhang’s relationship with Vogue China dates back to 2016, when the then-fashion blogger created two digital covers for the inaugural issue of Vogue ME and appeared on the cover. In addition, Zhang is co-founder of Background, an international consulting agency that focuses on Chinese and Western culture. Her clients include tech companies like Airbnb and YouTube, as well as fashion brands like Moncler and Mulberry.

The new editor-in-chief currently lives in Sydney but has lived in New York for the past five years, and visits China every other month. She plans to move to Beijing once the epidemic stabilises.

Correction: Margaret Zhang is 27, not 28. (1 March 2021)

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