After weeks of speculation, fashion influencer and former blogger Margaret Zhang has been announced as the new Editor-in-Chief of Vogue China – making the 27 year-old the youngest in Vogue’s 125-year history to be appointed to the role.
Zhang – who is an Australian Chinese native – started a successful fashion blog Shine By Three at the age of 16 and has since gone on to work with major global brands such as Chanel, Louis Vuitton, and Gucci. With 1.2 million followers on Instagram, Zhang is “an unmistakable presence on the front row” of fashion shows worldwide, with her trademark brightly dyed hair – which is currently a “vivid shade of blue” – being a particular favorite amongst fashion street photographers and fans alike.
Anna Wintour – Editor in Chief and Global Editorial Director of Vogue and Global Chief Content Officer of Condé Nast, expressed her excitement about Zhang’s appointment – noting that “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 diverse background and unique perspective will most definitely enrichen Vogue China’s content: not only is Zhang a successful social media influencer, but she is also a film director, creative director, writer, stylist and photographer – with an international client list of big name magazines such as Vogue, Harper’s Bazaar, and Elle.
Additionally, she owns her own global consultancy firm called Background that specializes in “Chinese-Western cultural bridging for luxury, lifestyle, and brand initiatives”. Unsurprisingly, Zhang’s talent has not gone unnoticed – with the blogger turned editor being listed in Forbes Asias’s 30Under30 and TimeOuts 40Under40 and being described as the region’s most “influential digital voice” by CNN.
Li Li – the Managing Director of Condé Nast China – has commented that Zhang is a perfect fit for Vogue China’s new digital approach: “Margaret understands the emerging trends of a new generation of Chinese and possesses the business acumen needed to leverage our data and insights across new digital platforms. We welcome her creativity and innovation in defining new media approaches and look forward to her bringing global fashion to China while taking Chinese culture to the rest of the world”.
Having had a successful start in online blogging, Zhang’s digital roots allow her to better connect to a young audience of new-generation Vogue readers. Her strong international background also gives her a unique sensitivity to cultural trends and intricacies – both in China and globally – which will help keep Vogue at the melting pot of culture.
Zhang – in particular – hopes to spotlight individual and regional differences within China:
“There’s a lot of context about China that is lost; often it’s looked at as this one monolithic entity, as opposed to a country of individuals and innovations. I think Vogue China has an immense platform to communicate about those individuals not only to the world but to its own citizens. There’s a huge opportunity to champion local talent—in film, music, and the fine arts, in addition to fashion—and bring it to a global stage because it’s such a recognizable brand and so trusted”.
Zhang has also stated that she is interested in moving away from “faceless” Vogue cover stars to individuals who bring real value and start a conversation in the industries and communities they are a part of – which are traits that the gen-z audience give particular importance to.
Zhang’s background, skillset, and young perspective will surely make her an amazing Editor-in-Chief who will bring Vogue China into the new digital age.