Vogue Me, a new bimonthly magazine, is the very first fashion magazine in China that is specifically created for the post-Nineties generation – born after 1990.
This unique version of Vogue was in part inspired by the success of Vogue Mini, an IPad app that launched in China last year. On the first day of online pre-sales of Vogue Me, 30,000 magazines sold out in just six minutes. Moreover, the edition featuring a double cover also powered to 45,000 sales in only one hour.
So what’s in the first edition of Vogue Me China?
The tone of voice is noticeable from the turn of the first page – the mood and energy is similar to a social network. It is like a thematic catalogue to China’s newest consuming generation. To them anyone before 1990 are simple not ‘part of the program’.
Each page is full on a grounded sense of individuality, both global and inherently Chinese, all in the the same photographic moment. The content is driven my interviews with the spokespeople of this new generation – nobody is telling or reinterpreting what they are saying, it is directly the post-90s themselves. Often the interviews are presented in a handwritten, a statement of the spontaneity and transparency of the generation.
The main feature is a Q&A with Chinese heart throb Lu Han – who is a actor and singer, who previously was part of Korean band EXO. In the interview, he talks about the power of pursuing your dreams, and how this has become a mantra of the post-90s.
Lu Han’s international image – representative of the more global media habits of the post-90s – is reinforced with a photoshoot of the Chinese star with global celebrity millennials, Japanese model Kiko Mizuhara (featured in Diesel’s global campaign) and American actress Pyper America Smith. Lu Han comes across as equally, if not more, global than his international fellow stars.
Vogue Me Hashtags
#My time to shine# and #It is ME, no-one else’s business#
As part of the promotion of this special edition Vogue, several hashtags became popular on Chinese internet. The hashtags were released on Weibo and become expressions of the more independent character arguably distinguishes the post-90s from their older compatriots the post-80s.
As part of SMART, we are lucky to do both online and face-to-face interviews with both of these demographics. The more self confident, independently-defined personality express in Vogue Me strongly aligns with the attitudinal shift we have noticed in the post-90s. They are less likely to consider the stultifying pressure associated by ‘face’, and embrace the idea of defining their world, in their own terms.
For brands, an understanding of this character shift, is essential in getting tonality correct, across all platforms, especially digital. Then as Vogue Me would hashtag – it is “your time to shine”. 😉