'It's actually better when people underestimate you. Then you can prove them wrong. It's all the more satisfying,' said Ms Margaret Zhang, who became the youngest editor-in-chief of Vogue at age 27.
NEW YORK — Two years ago, when Condé Nast announced that Ms Margaret Zhang would be the next editor-in-chief of Vogue China, many in the fashion media were taken aback.
It is an economic superpower with a complicated relationship with the West and a place where censorship of the press is common. Petite, and currently with electric blue hair , she has been able to travel freely for shows since China lifted its strict lockdown earlier this year. Her handle on Instagram, where she has 1.8 million followers, does not say “Editor-in-Chief”; instead, it says “Film Director.”
Ms Zhang’s magazine covers and the content inside are striking, rooted in bold saturated colour and the candid style that initially found her fame as an influencer. “When Margaret was hired, we were all very surprised,” said Ms Emma Zhang , a fashion director of Gusto Collective, which helps Western luxury brands navigate expansions in Asia.
Every social media audience matters — whether Weibo, Douyin or shopping platform Little Red Book — and has different requirements. Recently, Condé Nast has restructured its international operations, particularly how it syndicates content.
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