Today marks the publication of ‘Miss Vogue’, British Vogue’s first foray into the teenage market. The magazine will be packaged with June’s Vogue magazine and, rather predictably, the cover star is a smiling Cara Delevingne in a cutesy pink sequin crop top (we surely must be close to Cara saturation point). The editor’s letter is accompanied by a picture of a fifteen year old Alexandra Shulman and reads
“Vogue magazine appeals to all ages but I wanted to produce an edition targeted at younger readers, created with your lifestyles in mind. As with the mother magazine, the fashion is meant to inspire even if you’re a bit short on cash.”
In the US, Teen Vogue was launched in 2003 and has a circulation of over 100,0000 copies. It’s quite surprising that British Vogue have waited until 2013 to launch; do teenagers still read paper magazines? In the UK, sales in the teen magazine sector peaked in 1998 – our own youth was spent devouring copies of Bliss and Just 17, titles that have long since folded. This month also marked the end of More! magazine, the saucier, racier publication responsible for the sex education of a generation of women now in their thirties. Will a monthly publication like Miss Vogue survive in a world so focused on technology and access to instant news and information?
The publication appears to be part of Conde Nast’s current strategy to expand the Vogue brand. The Conde Nast College of Fashion and Design launched earlier this year offering the ‘Vogue Fashion Certificate’ and the ‘Vogue Fashion Diploma’ ( at rather eye watering prices we might add – £6,600 for a 10 week course?). Vogue Festival also took place for its second year last week at the South Bank Centre. Who knows what else Vogue has in the pipeline. A Vogue online shop to rival Net-a-porter perhaps? A dedicated fashion law school to rival Fordham’s fashion law centre? A girl can dream!