Vogue Eternal
Reawakening the Vogue archive for the next generation
A seriously big presentation
During my Condé Nast internship, all interns participated in a Dragons' Den-style pitch to senior leaders, known as the "Condé Dragons." In front of a large audience, in the heart of the London HQ, my team and I presented our idea on how to grow Condé Nast’s Gen Z audience.
Our solution?
We focused on Vogue because it’s Condé Nast’s most recognisable brand with the largest audience. Our goal was to engage Gen Z (born 1997-2012); a crucial audience for Vogue's future. We also thought it was essential to connect with Gen Alpha (born post-2012), many of whom are unfamiliar with the brand. To stay relevant, Vogue must engage these younger audiences where they are.
From passive to immersive
Gen Z's interaction with Condé Nast brands like Vogue is often limited to passive social media use. They follow a link, read an article, view images, and then leave. The metaverse, however, offers deeper connections, unique experiences and storytelling opportunities—A real chance to build a relationship with the brand.
What is Vogue Eternal?
Reawakening the Archive
Vogue Eternal is a metaverse experience that brings Vogue’s archive to life. With Gen Z’s love for vintage fashion, our MVP would feature interactive, decade-themed content and challenges.
Turning casual users into highly engaged ones
Vogue Eternal uses immersive gamification. The experience is designed to be engaging and rewarding, with users competing in fashion challenges judged by Vogue’s editorial team. Winners would be featured in a monthly digital Vogue article, offering a strong incentive for participation and driving users back to Vogue’s main web platform—And hopefully a subscription.
Platform Choice — Roblox
Given the existing popularity of fashion-related games on Roblox, we proposed launching Vogue Eternal on this platform. With over 42 million daily active users, predominantly Gen Z, Roblox offered a ready-made, engaged audience.
Teams we need
The project requires a multidisciplinary team, including technology and engineering for platform maintenance, editorial for content creation, product design for user experience, and the archive team for historical content syndication. Collaboration across Condé departments would be crucial to create Vogue Eternal.
Beyond Vogue Eternal
While Vogue was our initial focus, the concept could be expanded to other Condé Nast brands, such as GQ or Condé Nast Traveller. This scalability would allow Condé Nast to build a strong presence in the metaverse.
Success for Vogue Eternal is the creation of deeply engaged users with a high lifetime value. Our goal was to position Condé Nast as a leading authority in the metaverse for lifestyle and culture, reaching users where they are and ensuring that Vogue remains a relevant and influential brand for future generations.
Creating and pitching Vogue Eternal was an unforgettable experience
It transformed our public speaking and teamwork skills.
Presenting to Condé Nast’s senior leaders was eye-opening and taught us a lot about pitching in a corporate setting. It was one of the most exciting and collaborative experiences of my life, and I’m truly grateful to my fellow interns and everyone at Condé Nast for making it possible.
And to top it off—our idea won!