British Vogue launches on the platform today (1 August), with the first edition to include an exclusive interview with newly-appointed editor-in-chief Edward Enninful on what is his first official day in the role. It will also include interactive features, styling tips, product roundups and some iconic Vogue photography.
The fashion bible inked its first deal with Snapchat in Europe last month for Vogue Paris. The French magazine publishes special editions to Snapchat three times a week, posting content on Saturdays, Tuesdays and Thursdays. The US edition joined Discover last year.
The launch forms part of Vogue’s strategy to be platform agnostic and reach its fashion audiences where they are spending their time. As part of this drive, Vogue International is recruiting a dedicated Discover team, to be based out of the Condé Nast International offices in London.
The editorial team of producers and interactive designers will work closely with the Vogue digital editor in each country to create exclusive content, both snaps, video and long form journalism, on behalf of the local market.
The international team will be led by Sarah Schijen, social editions editor of Snapchat at Condé Nast International.
She commented: “We see Snapchat Discover as an opportunity to bring British Vogue to the fashion influencers of the future. Our audience for the Snapchat Discover Stories will overwhelmingly be aged 13 to 24, and the content will reflect this; contemporary, vibrant and shareable. Vogue is the culture of fashion for every generation.”
Tom Conway, head of platform relationships, Condé Nast International, added: “This is an important development in our global publishing strategy for Vogue. Our dedicated Snapchat team will work intimately with the local markets to produce best-in-class interactive content, with a hub-and-spoke structure that allows us to scale globally.”