Vogue Eternal
Reawakening the Vogue archive for the next generation ● Condé Nast
Problem
Vogue needs to engage younger audiences, particularly Gen Z and Gen Alpha, to remain relevant. Current interactions are mostly passive, with users consuming content briefly before leaving.
Insight
Gen Z values immersive and interactive digital experiences, particularly within platforms like the metaverse. Their love for vintage fashion and gaming presents an opportunity to connect through Vogue’s extensive archive.
Solution
Vogue Eternal, a metaverse experience on Roblox that gamifies Vogue’s archive, turning passive readers into engaged participants through interactive fashion challenges. Winners gain digital Vogue features, incentivising ongoing engagement and driving traffic back to Vogue’s main platform.
