• Vogue China Editorial Director Angelica Cheung Joins Board of Directors

Vogue China Editorial Director Angelica Cheung Joins Board of Directors


Condé Nast China is pleased to announce that Angelica Cheung, Editorial Director of Vogue China, has officially joined the Board of Directors at the Condé Nast Center of Fashion & Design. Angelica has pledged to continue Vogue’s mission of gathering and introducing the most creative talent to China, promote the exchange of ideas between China and the rest of the world, and push for in-depth cooperation between the Center, Vogue, and partner brands in the fashion industry.



“From the inception of the Condé Nast Center of Fashion & Design, we have received full support and resources from Condé Nast China’s various titles as well as influential industry professionals. Angelica’s input with her expertise in fashion media along with rich connections in the fashion industry was highly valuable for our course development,” stated Dominique Simard, the Executive Director at the Condé Nast Center of Fashion & Design. “We are very pleased to have Angelica join us on the Board of Directors. I believe the upcoming cooperation between the Center, Vogue, other Condé Nast titles, and outside fashion and luxury brands, will be a strong driving force to boost the fashion, media and luxury industries in China."



Angelica Cheung joined Condé Nast China in 2005 and led Vogue's successful launch in China. Under her leadership as editor-in-chief for the past decade, Vogue has set the benchmark for fashion media in China with its world-class original content, industrial authority and international perspective, and is now one of Vogue's most influential editions across all regions. Along with the magazine, Cheung also overseas Vogue China's website, iPad magazine, mobile App, social media, video and other multimedia platforms. She leveraged over 20 years of experience in media with exceptional vision and insights in the field, and extended the Vogue brand's influential power to the next generation digital-savvy audience. 






When you established Vogue China 10 years ago, you mentioned that you wanted it to be “a magazine made to international standards just for Chinese tastes”. What was the "Chinese tastes” at that time, and what kind of talent did you recruit to make the magazine to international standards?


10 years ago, the Chinese fashion industry was in its infancy. Compared to today, our readers knew a lot less about fashion, so if you just simply introduced international trends, designers or photographers to them, only a very small minority would understand or be able to appreciate it. This meant that we could only reach a very limited audience. Therefore, whilst collaborating with top talents such as Patrick Demarchelier, Mario Sorrenti, Gisele and Kate Moss to produce high quality content at an international standard, we also encouraged the international fashion community to understand China culture a little bit more. They began to shoot Du Juan, the first Chinese supermodel to gain an international presence, they started to know who Maggie Cheung, Zhang Ziyi and Shu Qi were, they were invited to come and shoot on location in China and so son. We became a bridge, introducing a whole new aspect of China to foreign photographers and designers. This defined the visual direction of our magazine – not just to repeat the traditional clichéd symbols of China, but also to show its elegant, refined, upbeat and, most importantly, its modern face.


Our team based in China employed the most experienced editors, they understood our local readership and industry, but possessed an international vision and the ability to communicate between the two different worlds. Based on this understanding they could adapt and innovate, encouraging the local industry to grow alongside them. 



How did the “Chinese tastes” evolve in the past 10 years, what role did Vogue play in that evolution?


We became a window into China for the international fashion community, and gradually more and more top creatives became eager to work with us. For our 100th issue, renowned fashion photographer Mario Testino created an entire special issue about China, which was warmly received both in China and abroad. The whole issue was shot with Chinese faces and many shoots were done on location in Beijing. We took inspiration from both traditional Chinese culture and contemporary youth culture. I think the reaction it garnered from our local readership reflected just how sophisticated their tastes had become. That Mario was also willing to do such an in-depth issue for our first collaboration together also proved that the international fashion community is eager to explore China and marks a real change from 10 years ago. Nowadays, countless people in the Chinese fashion industry have garnered success abroad, people like Du Juan and Liu Wen, who all started their careers in our pages. But more than that, their personalities and their professionalism is also changing the way the international community views China. In my opinion, they epitomize modern Chinese beauty. 



What is your vision for Vogue China 3 years later from now? 


  • In terms of direction/focus: more style, more lifestyle, more insights & thoughts? 


As we advance into the digital age, new technologies and media platforms are allowing us to reach to more readers, especially those of the younger generation. Over the past 10 years, we have been focused on moving with the times, not only in terms of fashion, but attitude, lifestyle and our own brand DNA. Only by staying ahead of the curve can we help to enrich the lives of our readers.


  • In terms of format: what new territories of presentation are you exploring? Video, app, interactive, social, virtual reality/augmented reality? 


Currently we work across an omnimedia platform that includes the magazine, iPad edition, website, social media, video and mobile app, and we are working on developing newer technologies and platforms. For us, this is an opportunity to express ourselves in more ways, and provide more space for creativity. Yet Vogue’s spirit and DNA remains very much at the core of what we’re doing. No matter how much the time changes, our style and attitude continues.


  • Going beyond media: offline events, restaurant/cafe/club/salon/spa? Any possible crossovers with other industries, foundations/NGOs to support new designers or start-up companies?


Over the past decade, we have always supported international and local talents. Aside from through our own content, we have supported many Chinese designers, created many opportunities for creative interaction between China and abroad and initiated many schemes to support new talents. As a leader both at home and abroad, we have a responsibility to support young creative talents, share our experiences and create an atmosphere that is more conducive to innovation.



To get there, what kind of talent is needed?


We need people who are hard workers, who continuously study to hone their craft, who observe how the industry works and who have a keen sense of both the business and creative sides of the industry. You need a curiosity for the world and an ability to express yourselves using professional language. Whether you are pursuing a career in design, sales, management or media, you’ll need all these qualities. 



About Digital



How is Vogue doing in the age of new media? What are the new roles in digital/technology that are being added to the team? Between training the print team with digital skills, and training the digital team with print standards/vision/quality, which method is harder? What are the challenges facing each method? How is the integration process and what are the lessons learnt?


To continue the DNA of the Vogue brand is the most vital part in the development of our new media platforms. A lot of this falls to those who know what defines Vogue best – our editorial team. It is a continuous dialogue between the team that manages our digital product, who know the technical aspects of what can be achieved, and our editors, who know how best to convey the stories and the visuals that will bring our readers ever closer into our world. For our editors to produce content on a daily basis, responding to daily news cycles, is an interesting challenge and will force them to adopt new ways of thinking. I’m lucky that our team is facing this with such passion.



About Design



What do you think are the key challenges facing young emerging designers? 


  • For Chinese designers who are aiming for both domestic and international success

You can possess the talent but if you don’t know how to manage a business, even the greatest talents can fail commercially. A comprehensive production and sales structure is necessary if you want to operate your brand on an international level.



  • For overseas designers who wish to succeed in the Chinese market

The Chinese consumer is maturing at an incredibly rapid rate which foreign designers need to take into account. They need to understand this market. China is also a very big country with a lot of regional diversity, which makes it a lot more complex than its often given credit for. To treat it as one homogenous unit can no longer be effective.



About Condé Nast Center



What are your thoughts on Condé Nast Center?

The Condé Nast Center will cater to a huge demand of the market and fill the expertise gap in a fast-evolving industry. The curriculum is planned out by a highly professional team and will carry on our company’s reputation for quality, authority and credibility. I’m sure it will open new frontiers in terms of innovation and insight. Furthermore, it will allow us to engage in more projects with our partners and readership in new ways.



Why did you decide to become a Board of Director member?


For 10 years, Vogue China and I have been committed to identifying and supporting emerging talent. Like producing a magazine, this school is a means for the dissemination of ideas, providing inspiration as well as shaping personal and professional growth. I think it is an amazing way to give back to the industry, by inspiring the next generation of young talents.



How will you be involved with and contribute to the Center?


I look forward to inviting Vogue’s friends to the centre while I myself will provide guidance to the students. Of course, I also forward to spotting the best talents to join our Vogue China team!



About professional/ personal development



What are your advices for the following groups of people?


  • Young graduates who are full of ambition but don’t know where to start

A basic knowledge about the industry is the first step. Through working within the industry, even in the most entry-level positions, they will discover a lot about themselves and figure out what they are really suited for.



  • Young professionals who are part of the ecosystem but struggle to growth

Fashion is about innovation and change, you must be aware of what is happening, learn new skills and have the courage to try new things. Don’t be afraid of making mistake - only by constantly improving yourself can you find your unique value.