Project Overview

Vogue Man is a fashion and lifestyle platform for creativity and inclusivity for the modern man, a flagship bi-annual magazine sold with its sister flagship publication Vogue Hong Kong. Vogue Man takes an independent curated approach to fashion magazines for men. It encourages collaborations and dialogue with local, regional and international stars and talents. Gracing our pages are the likes of Brooklyn Beckham, Song Joong Ki, Steve Aoki ,Tom Holland and many more.

Organisation

Vogue Hong Kong

Team

Publisher: Desiree Au
Editorial Director: Jacky Tam
Creative Director: Grant Pearce
Managing Editor: Simon Au
Art Director: Kin-wai Chau

Project Brief

Vogue Man HK reimagines the realm of style for today's generation of creatives. A bi-annual edition in a city where style reigns supreme, Vogue Man is the core of men's fashion, culture and taste. In a crowded space of fashion media with imminent threat from websites and social media, Vogue Man Hong Kong attempts to be the Best of the Best by combining print with social media extension to be the resolute arbiter of taste.

Project Innovation/Need

Creating a new men's magazine in a very saturated market is already a challenge. Our target audience is inclusive and LGBTQ* friendly a first for a "legacy" brand like Vogue. We did not want the magazine to define our readers, but we want them to define themselves through our magazine. Our strength lies in being authentic and encouraging individuality. We curate, we do not dictate.

Design Challenge

Throwing out a traditional magazine template, we design pages that are independently viewable yet is cohesive with other stories. With our contemporary mix and combination of images, typography and illustrations, it enables a magazine of 300 pages to stay fresh from front to end of the book. Audience were tired of templated design and boring contents. We wanted use this opportunity to excite readers again - especially with the pandemic, when everyone is staying at home and looking for activities.

Effectiveness

With a magazine template inspired by independent magazine, its fluid design breaks away from the traditional magazine template, leaving the readers surprised page after page. Our brilliant use of typography creates a seamless presentation of bilingual contents in English and traditional Chinese. For Hong Kong audience, it is a really refreshing positioning and successfully garnered a younger, more diverse set of readers. Due to our excellent choice of cover stars, we have constantly sold out of magazines, and also drive interest back into print products.