Paula Mageste, CEO of Cond Nast, talks about Vogue’s business in the country and adapting to new social networks
Vogue magazine was launched in the United States 125 years ago and, since then, the publication has had 21 editions spread across four continents. In Brazil, the magazine began to be produced in 1975 by publisher Trs and is currently produced by the Globo Cond Nast joint venture.
In addition to the edition, Vogue Brasil has also established itself as one of the main trends in national fashion, with a touch of exclusivity due to its private events that take place throughout the year, the main one being the traditional Vogue Ball. This year, the ball will be held on February 3, at the Copacabana Palace, in Rio de Janeiro, and will have a Galctika theme, inspired by outer space.
Furthermore, the party will be sponsored by Beefeater, Havaianas and Rabanne. More recently, the magazine also launched its first book, InVogue, which tells the story of 52 fashionable women, including Costanza Pascolato, a Brazilian businesswoman and fashion consultant. To the propmarkPaula Mageste, CEO of Cond Nast, talks about Vogue’s business in the country and the adaptation to new social networks.
In addition to the magazine and website, what are the other businesses involving Vogue?
There is an entire Vogue universe, built by the brand’s presence on various platforms. For a long time now, Vogue has been much more than a magazine, more than a website. We promote events, we have a strong education arm, we launched our first book, we intend to license products. Vogue Brasil’s Instagram is one of the five most relevant in the global Vogue community, with 4.3 million followers passionate about fashion and lifestyle. The brand’s experience occurs not only in each of these pillars individually, but also in the intersection between them. The book becomes an exhibition and event, the course involves a face-to-face experience with the team and can result in something printed or digital. Everything connects to enhance the essence of the brand.
What is the agency behind Vogue’s communication strategies and how is this work done?
The strategies are created by us, internally, in collaborative work between all areas: writing, events, marketing and commercial. We define our medium/long-term and specific objectives, we think about the role that each area will have in this communication and we build the messages and their developments on each platform together. We count on Index’s support in finalizing and executing part of this strategy.
Among the Vogue products, there is the traditional Vogue Ball. How are the preparations going for the 2024 edition?
We are at full steam. When one dance ends, preparations begin for the next. a grand, complex event, involving many partners and suppliers. It will be on February 3rd, at the Copacabana Palace, and will have a Galctika theme, and be inspired by outer space, which was announced at a pre-ball event we held in So Paulo.
What are the brands and activations that will be at the dance this year?
This year, we will have big brands with us, such as Beefeater, Havaianas and Rabanne. Now, I can’t open up about the activations because they will be surprises for our guests.
How many brands participated in the 2023 Vogue Ball and what are the expectations for 2024?
In the last two years we had 27 brands present at the ball, with different quota sizes and participation formats. Many sponsors have been with us for years in a row, which makes us very proud. In some of the most competitive segments, there are brands waiting for some non-renewal to take on sponsorship.
Recently, Vogue launched InVogue. How did you think about this launch?
We had the dream of publishing books, just like American Vogue, for example. With the institutional support of Mantecorp Skincare, we were able to carry out this project of telling the stories of 52 very diverse women, talking about their relationship with fashion, about pieces, people and moments that shaped their style. The book is more than just beautiful fashion images; about the journey of these women, with many emotions involved. As this first book was not sold, it was a gift to partners Vogue and Mantecorp Skincare, anyone could download it for free on the Vogue website.
In 2023, Vogue held its first New Year’s Eve party. How was this project designed? Were there partners involved?
Our party was on the FRAD.E golf course, a luxury residential complex where the Hotel Fasano Angra dos Reis is also located. A wonderful setting, all-inclusive scheme, with cool attractions to liven up the night, such as a show by Fernanda Abreu, the DJs Birds of Mind, known from the Mykonos-Paris circuit, and also Luisa Viscardi and S Lyma. Unlike the ball, an invitation-only event, New Year’s Eve had individual ticket sales, tables and boxes, so that more people could experience Vogue’s cool way of celebrating. Our partners were BFerraz, which does our dances beautifully, FRAD.E and Fasano.
Read the full interview in the print edition of January 22nd
