Vogue gives Singapore print market a second chance with its comeback

American media company Condé Nast​ will be launching Vogue Singapore, the 27th edition of the global media brand. ​The fashion magazine will officially roll out this year with an English-language print issue, a website and presence on all relevant social platforms. It will be published under license agreement with Indochine Media.

In a statement to Marketing, a spokesperson for Indochine Media said Vogue Singapore will produce 12 issues a year and will be available on online newsstands. A digital copy can also be purchased and there will be a website that will be updated daily as well. The fashion magazine's core target will be females aged 25-45, with an interest in fashion, beauty, culture, travel.

Vogue previously entered the Singapore market in the 1990s and left within three years. The first issue of Vogue Singapore was released on September 1994, and issued its last print magazine in January 1997. Several fashion magazines reported then that Vogue saw advertisers withdrawing and drip in print sales that ultimately led to its exit.

According to Condé Nast, the new Singapore edition of ​Vogue aims to establish itself as the "most prominent and influential guide" to fashion, with a mission of crafting impactful visual storytelling and thought-provoking journalism to empower and inspire women. Its editorial will focus on a blend of local and international content and the elevation of local fashion and design talent. ​Vogue Singapore will also develop its own unique identity as a "bold, innovative and sophisticated" edition of the brand.

Condé Nast International's chief operating officer and president, Wolfgang Blau said Vogue Singapore rejoins the market at a time when Singapore’s local fashion design and talent are rising in the country and across the entire region. He added that the magazine will play a vital role in boosting and supporting that talent as well as in bringing regional and international ideas to this edition of Vogue. Condé Nast is also home to media brands GQ, Vanity Fair, and Wired among others.

“We are thrilled to announce the launch of Vogue Singapore – Vogue’s 27th edition globally. Indochine Media has always been ahead of the curve with our print and digital expertise and we are excited to expand our portfolio with Vogue and have the opportunity to showcase Singapore globally,” ​ said Michael von Schlippe, president of Indochine Media.

Vogue has presence in markets such as Australia, Brazil, China, Czech Republic and Slovakia, France, Germany, Greece, Hong Kong, India, Italy, Japan, Korea, Mexico and Latin America, the Middle East, the Netherlands, Poland, Portugal, Russia, Spain, Taiwan, Thailand, Turkey, the UK, Ukraine and the US.

Marketing has reached out to Condé Nast for additional information on its advertisers and circulation numbers.

Meanwhile, Vogue has been ramping up its presence in the other markets. Recently, L’Oreal Paris partnered British Vogue and McCann to launch the first-ever The Non-Issue publication to send a strong message that ageing should not be an issue. Spanning 80 pages long, it was jointly created by McCann London and McCann Paris.

The Non-Issue, which was included within the May edition of British Vogue in 2019, featured the lives and perspectives of inspirational women over the age of 50. It also included L’Oréal Paris ambassadors such as Helen Mirren, Isabelle Adjani and global celebrated make-up artist Val Garland. The special edition also featured actress and L’Oréal Paris ambassador Jane Fonda on the cover alongside an exclusive interview.