I am currently halfway through my BA (Hons) Fashion Communication at Condé Nast College. As part of the course, students are asked to find an internship for the summer. A couple of weeks ago I completed mine at Vogue International, and it was an absolute dream experience.
The Vogue International hub was launched nearly a year ago and is an initiative created by Wolfgang Blau, President and Chief Digital Officer of Condé Nast International, to efficiently centralise Vogue’s digital editorial efforts across 21 markets.
I was able to experience an accelerating startup environment inside the mass media company, firsthand as the first intern for the Vogue International editorial team.
I worked for the Head of Social Strategy and Storytelling on projects ranging from producing social content to strategizing on how to build a personal brand on Instagram.
Ganni SS18, Copenhagen Fashion Week
During my second week, I was able to attend Copenhagen Fashion Week with the Commissioning Editor to produce social content and interview designers backstage. We attended Ganni, By Malene Birger, Astrid Andersen and Saks Potts. Copenhagen Fashion Week is becoming increasingly popular with more international press attending each year, because of the minimalist Scandi designers and street style.
Designers Remix SS18 catwalk show on Cikelbroen, Copenhagen Fashion Week
Astrid Andersen SS18, Copenhagen Fashion Week
We also got a guided tour of CIFF (Copenhagen International Fashion Fair) to preview the collections of emerging designers. Lulu Kennedy, Director of Fashion East, curated a Crystal Hall at the fair and presented London-talents, including Finery, Liam Hodges and Richard Malone. Charles Jeffery took over the outdoor area, as he designed a pink DJ set.
Instagram @vogueindia
On my last day in Copenhagen, I produced a city guide for Instagram Stories with the Danish fashion blogger, Marie Hindkær. We shot the story showing her favourite spots around the city from shopping at Holly Golightly to biking around Nyhavn Habour. The story was posted on Vogue India’s Instagram, which has over one million followers.
When I came back to the London office, I worked on other exciting projects. I was able to see how the British Vogue Snapchat team operates, and I got an article published, which happened to be the best performing article in the issue. I also worked on a project about personal branding on Instagram. During the end of my internship, I was lucky enough to present the personal branding report in front of the team, which was an amazing opportunity.
Overall, I am very thankful to have been part of such an innovative team that looks at the future of digital media. The startup environment inspired me enormously and I learned a lot about digital strategies and how the company runs on a global scale across many markets, which I hope to be a part of one day. I got a good understanding of how Condé Nast International prioritises digital communication in the fashion sphere.
“Fashion has a global layer,” Wolfgang Blau said to DigiDay UK. “Fashion is synonymous with globalization. Fashion wonderfully also has a hyper-local expression around things like street style. With so many Vogues, we’re creating the world’s largest network.”
I am very excited to see what the future has to bring for the rapidly expanding company.
Big thanks to the CNI team!
Juliana is a fashion blogger and content creator, who is based in Copenhagen. She spent the last two years living in London, where she studied Fashion Communication, while building her career in digital storytelling.