On Vogue’s Engagement online
Vogue is an American high fashion magazine that was founded in 1892 by Arthur Baldwin Turnure (Legacy and Influence on Fashion Design — Seventeenth Century). Initially it was a social elite scene, including all of the arts: from fashion, to performances and books, but over-time it has become more inclusive, therefore universal.
Their choice of sophisticated yet exuberant illustrations and photographs, instantly captures the eye of the public. In 1932, it was one of the first magazines to publish a colour-printed front cover (Vogue | American magazine).
Its public presence began with weekly magazine releases, but with the decreasing market of magazines, it has now evolved into an everyday social media presence. This has made it one of the most influential fashion and lifestyle magazines, shaping social trends up to this day. In 2009, ‘The New York Times’ named Vogue “high fashion’s bible’”(Vogue | American magazine).
Vogue’s immense emporium is subdivided into multiple platforms within each social network (Fashion Trends — Is the Influence of Fashion Magazines Decreasing?). Individually focusing on different areas of expertise, yet creating a wide global digital network.
The company’s constant activity online, has led to an ongoing increase of followers.
By comparing the approximate 1 billion users active on Instagram (Statistica — Instagram Global Age Group) to the 900K followers of Vogue (Vogue Global Network (@vogue), only one of their 7 Instagram pages; we can see the public’s engagement with the company (Unmetric, Social Media Analytics and Insights on Vogue).
Particularly between April and May 2019, conducted by ‘Vogue’s runway’ posts in 2019 (Vogue’s Instagram Stats Summary Profile). The graph shows that they gained 621,389 followers weekly.
One of the most appreciated posts was the video of Issey Miyake’s dress (Vogue Runway’s Top 9: Our Most Trending Instagram Posts of 2019).
Moreover in 2020 Vogue has shown interest in sustainability, through creating a website dedicated exclusively to eco-friendly products and articles for the public to flourish their interest in creating a sustainable world (Eco Friendly — Fashion, News, Photos and Videos). By including videos on this web, they are directly engaging with the public to fix this issue, yet keeping their high fashion culture profile and pleasing their market consumers (10 Video Marketing Statistics for 2020 [May 2020]).
In my opinion, to use their global status and influencing strategies, is a great approach to accomplish change in the fashion industry (How Designers Are Making Their Spring 2021 Collections With Leftover Fabric, Old Patterns, and Renewed Clarity).
The 1974 launch of Beverly Johnson as the first black woman model on Vogue’s front cover was one of the key moments for the company (Beverly Johnson: Face of Change). Through this gesture Vogue was trying to depict consideration of ethical equality, however this didn’t completely exempt their ongoing exclusive attitudes. Beverley Johnson states: “Silence on race was then — and still is the cost of admission to the fashion industry’s top echelons” (Beverly Johnson: Vogue cover model talks racism in fashion, Wintour).
Furthermore this year with the outburst to fight racism, reflected by the Black Lives Matter movement; Criticism towards Vogue’s approach has escalated further (Is Anna Wintour Leaving Her Post at Vogue? Rumors Are Swirling). Numerous staff-members use Twitter as a platform to confess their feelings towards the company, reaching for the public’s attention. As Shelby Ivey Christie tweeted : “the bullying and testing from white counterparts, the completely thankless work, the terrible base pay and the racism was exhausting”(Is Anna Wintour Leaving Her Post at Vogue? Rumors Are Swirling).
Furthermore, Anna Wintour, chief editor of Vogue, has been receiving unceasing insults. Her apology and confession for Vogue’s outrageous racist behaviour wasn’t enough to calm and reassure the critics (Is Anna Wintour Leaving Her Post at Vogue? Rumors Are Swirling).
Yes, today one notices the presence of photographs and articles of models from different ethnical backgrounds or with contrasting physiques in their magazines and social media pages, presenting a greater understanding of individualism. However this could be seen as Vogue’s manipulation to cover reality.
