New Vogue editor Chioma Nnadi acknowledges that she has “big shoes to fill” as she takes over from Edward Enninful, a boundary-breaking figure at the fashion magazine.
Chioma Nnadi replaces Edward Enninful, who broke boundaries at the fashion magazine.
The incoming head of British Vogue is succeeding Edward Enninful, who spent over six years pushing boundaries and promoting diversity at the prestigious fashion magazine. Nnadi, a London native and the first black woman to assume this position, emphasized to BBC News that while Enninful’s achievements were remarkable, she aims to advance the conversation even further.
At the age of 44, Nnadi commenced her professional journey in the newspaper industry in the UK, later transitioning to New York where she became a member of the Vogue team.
Over the course of the following 14 years, she steadily climbed the ranks until she achieved the prestigious position of editor at Vogue.com.
Nnadi has conducted interviews with notable figures such as Rihanna and Angelina Jolie, identifying herself primarily as a storyteller.
However, Enninful’s departure last summer left a vacancy at the helm of British Vogue, prompting Nnadi to return to the UK and assume the role.
Speaking to BBC News from Vogue’s new central London office, Nnadi, officially titled as head of editorial content, acknowledged the pressure she faces.
“Undoubtedly,” she admitted. “But it’s exhilarating. This is an exciting moment.”
Enninful, a prominent advocate for increased inclusivity in the fashion industry, brought about a shift in the atmosphere at British Vogue. During his tenure, the magazine notably featured its first openly transgender woman, Laverne Cox, on the cover, along with disabled models.
“I have immense respect for his achievements; he’s been a role model for me,” Nnadi expressed. “Stepping into his shoes is a significant responsibility, but I’m eager to embrace it.”
Journalist and author Yomi Adegoke expressed her belief to BBC News that Nnadi would uphold and further the progress initiated by Enninful.
“I believe it’s a thrilling period because I anticipate that she will carry on the transformative work that Edward began,” she remarked.
Nnadi, born to a Swiss-German mother and a Nigerian father who migrated to the UK for studies in the 1960s, reflected on her upbringing, noting the scarcity of individuals resembling her in influential positions. Recalling her younger self, she expressed astonishment at her current role, recognizing its significance for aspiring individuals like her. Nnadi emphasized the evolving diversity within Vogue during her tenure of over a decade.
In her inaugural issue, Nnadi selected FKA twigs as the cover feature, a tribute to her own early career as a music journalist. She praised the singer’s music and distinctive style, considering her a representation of contemporary British individuality.
According to the latest Audit Bureau of Circulation figures, British Vogue maintains a circulation of approximately 190,000, which has remained steady despite the challenges confronting the print industry. However, the magazine continues to encounter difficulties, particularly in enticing new readers in an era dominated by platforms like TikTok and Instagram.
Fashion writer Terry Newman describes the current landscape as a “survival of the fittest” for media brands like Vogue. The focus is on attracting younger consumers and securing advertising revenue, posing a significant challenge in reaching the crucial Gen Z demographic.
Newman emphasizes the prevailing importance of digital platforms, noting that the traditional connection with print media has dwindled compared to previous years.
Students at the London College of Fashion share similar sentiments.
Hannah Jones, a fashion marketing student, mentioned to BBC News that while she still engages with Vogue, she finds TikTok to be a quicker source of fashion content.
Zena Utsalo, studying fashion styling, expressed that she doesn’t often engage with physical copies of magazines.
Nnadi acknowledges social media as the magazine’s primary competitor rather than other fashion media brands.
Recognizing fashion’s significant environmental footprint, Nnadi emphasizes the industry’s responsibility to adopt more sustainable practices.
The magazine has faced criticism for being disconnected from reality and showcasing unattainable fashion, especially given economic challenges.
Acknowledging the fantasy aspect of fashion, Nnadi defends it as an essential element that captivates audiences.
Nnadi recalls being drawn to fashion from an early age, reminiscing about fixating on a shiny pair of patent leather shoes when she was just five years old, and persuading her father to buy them for her. Growing up in central London, she developed her sense of style through observing people in the city.
As a teenager, she didn’t have the means to purchase designer brands, but she found joy in the fantasy of fashion, often recreating looks she admired and delving into styling her clothes in unique ways, often opting for vintage pieces. She attributes her vibrant energy towards fashion and dressing up to her walks around the bustling streets of London.
Even now, she maintains a love for streetwear and vintage fashion, with a particular fondness for sambas. Dressing up remains one of the most delightful parts of her day, filling it with joy.
Enninful’s departure sparked speculation about a strained relationship with Anna Wintour, Vogue’s editor-in-chief.
When asked about managing her relationship with the iconic Wintour, who served as inspiration for “The Devil Wears Prada,” Nnadi emphasized their positive dynamic: “Anna’s my boss, and I’ve always had a wonderful relationship with her. She’s incredibly hardworking, and I’ve been fortunate to have her mentorship.”
Regarding her own leadership style, would colleagues characterize Nnadi as a fearsome, “Devil Wears Prada” type of editor, or is she more laid-back? Nnadi chuckles, saying, “I certainly hope I’m not intimidating.”
We all know that taking over a high-profile role like this comes with its own set of challenges and expectations, but it seems like our new editor is more than ready to rock it. With an inspiring blend of experience, passion, and fresh perspective, she’s all geared up to bring her own unique touch to the iconic magazine. She’s got her eyes on the future and is determined to steer the ship with grace and style. We can’t wait to see what innovative and fabulous ideas she’s got in store for us. Let’s join in and cheer her on as she embarks on this exciting journey!
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