Phoenix 24
The new editorial leader tasked with shaping the digital future of fashion’s most iconic magazine.
Global, September 2025
After nearly four decades at the helm of Vogue USA, Anna Wintour begins the process of handing over the reins. On September 2, it was confirmed that Chloé Malle has been appointed as the new head of editorial content, signaling not only the end of an era but also the beginning of a generational shift. The decision is as strategic as it is symbolic: Vogue must redefine its connection with digital audiences while preserving the legacy of its print identity.
Malle, 39, is no stranger to Vogue. She joined in 2011 as social editor and later expanded her role into digital leadership. In recent years, she directed Vogue.com and co-hosted The Run-Through podcast. Under her supervision, the website doubled its direct traffic and strengthened engagement metrics during high-profile events such as the Met Gala and Vogue World. These results established her as a candidate capable of steering one of the most influential cultural institutions in fashion.
Anna Wintour will not vanish from the landscape. She will continue as Condé Nast’s global editorial director and remain physically present, only a few steps down the hall, acting as mentor and advisor. This arrangement reflects an effort to balance continuity with change, ensuring that the transition is gradual and deliberate rather than abrupt.
Five priorities define this new chapter at Vogue:
1. Strengthening digital strategy
Malle aims to move away from the obsession with chasing mass audiences on social media and toward cultivating a more loyal, engaged readership. Her approach favors long-form storytelling and quality formats designed to outlast the instant gratification of the scrolling feed.
2. Turning print into a collector’s item
The future of Vogue’s print edition will be measured less by frequency and more by relevance. Instead of monthly issues, Malle envisions high-impact editions with careful design and content—magazines meant to be collected, displayed, and preserved as cultural artifacts.
3. Renewal without erasing legacy
Critics often frame her appointment within the discourse of privilege, yet Malle insists on building her own identity. While acknowledging the weight of Wintour’s influence, she is determined to carve out a style that integrates tradition with fresh voices. Her challenge is to prove that she is not a circumstantial heir but a professional with credentials and results of her own.
4. A more human editorial culture
While Wintour became synonymous with distance and unyielding authority, Malle has been described as warmer and more approachable. Her leadership style reflects a shift toward inclusivity and transparency, aligning with the creative workplace dynamics of today.
5. Mentorship under the same roof
Having Wintour nearby ensures that this transition will not be perceived as a cold replacement. For Malle, the proximity of her predecessor is more opportunity than pressure, allowing her to consolidate her vision while drawing on the experience of one of fashion’s most formidable figures.
This leadership change comes at a decisive moment for the magazine industry. Traditional publishing models have weakened, and digital audiences increasingly demand authenticity, depth, and adaptability. Vogue’s bet is clear: to weave together its elegant past with a contemporary voice that resonates across platforms.
Chloé Malle’s arrival embodies the potential to bridge two worlds. On one side lies the glamour and authority of Vogue under Anna Wintour; on the other, the urgency of adapting to an ecosystem ruled by immediacy and digital relevance. The success of this transition will depend on whether Vogue can remain a global arbiter of style while avoiding the trap of becoming a relic.
Phoenix24: clarity in the grey zone.
Phoenix24: claridad en la zona gris.