Vogue China unveils Vogue Me

By

Cassidy Mantor

Published
Mar 20, 2016

In an effort to further connect with millennials and their immense buying power, Vogue China has unveiled Vogue Me, focused on the millennial consumer in China.

Stemming from an experiment in a mobile ap, Vogue Me was born to target the “post Nineties generation.”

“[Post-Nineties consumers] are quite educated and grew up in a wealthy and affluent time of China. By and large, their parents are affluent and many have traveled everywhere. They’re confident. That’s why they have opinions and are more international and sophisticated,” Editor in Chief Angelica Cheung said.

The debut issue features a member of South Korea’s boy band Exo, Japanese model Kiko Mizuhara and up and coming American model Pyper America Smith. The Vogue Me target consumer is 24, and is interested in a multinational perspective on millennial life.

March's first issue is complete with more than 250 pages.The magazine will be available for pre-sale this upcoming week on Tmall, JD, Amazon and WeChat, China’s chat app.