Liu Wen Covers Vogue China June 2024, Margaret Zhang's Finale. What's Next?

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Liu Wen Covers Vogue China June 2024, Margaret Zhang's Finale. What's Next?

Luxury brands and thoughtful fashion writers like AOC are studying this last issue of Vogue China under the signature and vision of departed EIC Margaret Zhang.

The June 2024 issue features supermodel Liu Wen on three covers. The towering-influence Chinese model is styled by Vivienne Sun, with creative direction by Matt Mcdonald and images by Hong Kong based Wing Shya [IG].

What Vogue China watchers are analyzing is how ‘New China Style’ — and AOC adds the ‘thoughtful expression of Chinese government values’ — is expressed by luxury fashion and media going forward.

Expressing China’s 21st century modern identity through the lens of traditions thousands of years old is key for the next EIC of Vogue China.

Issues Around Gender Identity, Masculinity and Feminism in China

Generally speaking, ‘male identity’ has been under the microscope in China, even more than ‘female identity’ and feminism itself. There is a statistical problem with China’s birth rate created with its old one-child, government policy.

Additionally, the Chinese government has not hesitated for one moment to demand changes and shut down media that projects images of men through the LGBTQAI+ lens. Many readers may not know that the Chinese government banned effiminate men on TV in September 2021.

Whether luxury brands acknowledge this topic or not, it’s on their minds, given the importance of the Chinese market in future growth plans.

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Vogue China Editor-in-Chief Margaret Zhang Departs End of March 2024

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Vogue China Editor-in-Chief Margaret Zhang Departs End of March 2024

Margaret Zhang’s tenure as editor-in-chief of Vogue China will be a short one.

Condé Nast chief content officer Anna Wintour shared the news with Vogue China staff in an email on Friday that Zhang will be leaving the publication at the end of March when her contract expires.

Youngest EIC Ever

Zhang’s appointment to the prestigious position of editor-in-chief in February 2021 redefined the career skills propelling a professional talent into such a prestigious position. Not only was Zhang the youngest Vogue editor ever at just 27, she was the first influencer — and one with little magazine experience — to be named a top editor at any Vogue edition.

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Liu Wen Majesty Covers Vogue China December 2022 Lensed by Margaret Zhang

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Liu Wen Majesty Covers Vogue China December 2022 Lensed by Margaret Zhang

Chinese supermodel Liu Wen brings a spectacular color-saturated fashion story to the December 2022 issue of Vogue China in a cover story focused on ‘The Female Gaze’.

Australian-born Chinese fashion multihyphenate, Vogue China editor-in-chief Margaret Zhang herself is the photographer for the shoot.

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Margaret Zhang's Vogue China Debut: Fan Jinghan by Ma Hallun Honors China's Women

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Republish via AOC at FeedBurner CC 3.0 License Attribution Required: Daily Fashion Design Culture News

Margaret Zhang's Vogue China Debut: Fan Jinghan by Ma Hallun Honors China's Women AOC Fashion

Margaret Zhang’s debut cover appears on Vogue China Instagram — stripped of its past — as Zhang now takes the helm of creative leadership, with newly-named fashion director Audrey Hu. Zhang enlisted young Chinese photographer from Xinjiang Ma Hailun [IG] to shoot Fan Jinghan wearing Johannes Warnke at a particular sunrise moment in a mountain desert of western China. / Makeup by Valentina Li; hair by Zhou Xueming

Zhangye Danxia National Park’s sandstone formations in Gansu is a far cry from Shanghai or Hong Kong.

“It was Margaret’s idea she wanted to shoot it at sunrise and very particularly timed because she thinks sunrise means new beginnings, hope, all the positive vibes,” Ma said. “She also wanted to have something very different but very China–that still has cultural heritage.”

“Inside the issue features an array of new faces: Ruoyi Yi, Shermmaine Telan, and Sano Turdiev lead a feature introducing China’s new wave of new designers and Su Xiaocan and Zhang Mengjie appear in a shoot shot by Zhang Chao wearing upcoming Chinese knitwear designer, NUME,” said Conde Nast.