Condé Nast has become the first major magazine publisher to launch a brand specifically aimed at the LBGTQ community with the launch of Them, masterminded by Teen Vogue digital editorial director Phillip Picardi.
The multi-platform publication launches on 26 October. It aims to gather inspirational people, voices and stories drawn from diverse fields ranging from pop culture and fashion through to politics and news, all as seen through the prism of the LGBTQ community.
The project is being steered by Anna Wintour, editor-in-chief of Vogue and artistic director of Condé Nast, as well as Pamela Drucker Mann, the publisher's newly appointed chief revenue officer.
Wintour commented: “We’ve been reimagining our titles and creating new ones to more broadly reflect our culture today, and them is a perfect example of how we’re thinking differently about our audiences. Phil has brilliant insight into how people are engaging with each other through the content they read and watch, and he has once again identified important and influential voices and stories to bring to the forefront.”
Them is the first initiative to arise from Conde Nast’s new incubator which aims to develop new brands and businesses for its audience and advertisers. Focused on brand development, novel uses for its data, content distribution and partnerships the incubator is inspired by the influence of generation Z on contemporary culture.