Fashion bible Vogue magazine is expanding it footprint around the world and Hong Kong will become the latest addition which is set to debut in spring 2019, according to a report of South China Morning Post.
Vogue Hong Kong's print edition will be published in traditional Chinese, while its website will be in both Chinese and English. The magazine will be the 26th edition of the glossy publication and will be published under a licensing agreement with Rubicon Media. The comapny said Vogue Hong Kong will contain some content of its sister editions around the world, such as Vogue China, but will also local content catered for local market.
Markus Grindel, managing director of brand licensing at Condé Nast International, said the Hong Kong market is one of the key luxury markets in the world, and the company clearly feels [the luxury market and advertising market of] Hong Kong are ready, along with a partner that they’re comfortable to produce high-quality content, then they decided to launch in Hong Kong.
He also explained that Hong Kong is big enough to sustain its own edition of Vogue as the city possesses a highly educated and sophisticated demographic interested in reading a magazine, apart from the scale of the city’s luxury business. Asked if Condé Nast will further expand into other Southeast Asia countries, the company was said to be looking at Singapore but SCMP reported that Condé Nast is taking a wait-and-see approach to new launches. In 1994, the Singapore edition was launched but only lasted for three years - it was shut down in January 1997.
Desiree Au has been appointed publisher of Vogue Hong Kong. SCMP said Au was most recently the publisher of Time Out Hong Kong, and has worked and written for publications including The International New York Times and SCMP.
Condé Nast International has entered emerging markets across the globe in recent years. In 2013, it launched Vogue Thailand in partnership with Serendipity Media and in 2016 it debuted Vogue Arabia. Earlier this year, Condé Nast International launched Vogue Poland and Vogue Czech Republic and Slovakia earlier this year, all under licence.