Thailand gets in ‘VOGUE’

Posted on December 19, 2012

0


Here’s a simple test of the economic development and consumer sophistication of a nation: visit a newsstand, and look for a copy of Vogue. The arrival of an indigenous edition of fashion’s most famous glossy magazine has become a barometer of the emergence of an affluent middle class, and a siren call to a luxury industry looking for new markets.

vogue.1

Known the world over as the ultimate fashion bible, Vogue magazine is finally making its debut in Thailand, 12 years after Taiwan, Korea, Japan, and China.

James Woolhouse, president Asia Pacific, Conde Nast International, the worldwide publisher of the magazine, says now is the right time for the Thai edition to make its appearance, mentioning in particular, the strong local partners and a substantial share of advertising revenue.

By “strong partners”, Woolhouse is referring to a very familiar face in the Thai fashion industry, Kullawit Laosuksri, who is assuming the position of Vogue Thailand’s editor-in-chief. He will also be the first male editor in the magazine’s history, and is being joined by Siri Udomritthiruj as chief executive officer. Both are veterans of the kingdom’s fashion publishing industry having worked together at Elle Thailand.

Kullawit admits that there is a lot of pressure in taking charge of one of the world’s most influential fashion magazine but says his philosophy remains the same and promoting the Thai fashion industry is a priority.

577860_429178233802823_2062575771_n

Almost 70 per cent of the magazine’s content will be provided by a local editorial team, which is headed by the founder and creative director of Sanshai, Jirat Supisankul as style director. Other leading members of the team are fashion critic Watcharin Pongsai, popular personal stylist Chalisa Veravan, and former Elle fashion editor Jongkol Tangpradit.

The magazine has also signed some of Thailand’s most respectable photographers, among them Nat Prakobsantisuk and Tada Varich, to ensure the highest quality and exclusivity of its fashion images.

With such a high percentage of local content in an international title, Kullawit is confident that the publication will benefit the talent of the Thai fashion industry be they designers, models, writers, or stylists.

Readers will of course also enjoy international coverage.

“We believe in independent editors, which is why every Vogue is different. It’s a question of finding the right combination for Thai Vogue,” Woolhouse says. “Anna Wintour is the most high profile Vogue editor, but she isn’t really involved in any decisions of Vogue International though she is incredibly supportive to our magazines around the world.

“This is the first Thai edition of a Conde Nast International magazine and my expectation is that it will live up to the Vogue standard around the world. It will also support and develop the Thai fashion industry here while promoting the beautiful Thai culture and the industry around the world.”

Asked if he has any objections to half his staff having worked for a rival magazine, Woolhouse merely smiles and says it’s not unusual for Vogue to pick up the best people in the market. “Those who tend to work for our closest rivals are the best”.

Vogue’s e-magazine and other applications will be available in the near future and, as part of the magazine’s tradition around the world, an annual street style event called “Fashion Night’s Out” will be organised for fashionistas in Thailand as well.

Kullawit says that since he reads Vogue, he knows what readers expect and thus can guarantee he won’t disappoint them.

Advertisements
Posted in: Thailand