Vogue China editor Angelica Cheung celebrates 100 issues

Vogue China editor Angelica Cheung celebrates 100 issues

Angelica Cheung is arguably the most powerful Vogue editor in the world. Anna Wintour may be more famous, but Cheung's Vogue - the Chinese edition - is so commercially successful it now prints 16 issues a year instead of the usual 12 in order to accommodate all its advertisers.

The 47-year-old Anglophile is the daughter of a Chinese diplomat, married to an Englishman and happily spends her summer holidays in chilly Britain. She has edited the Chinese edition since its launch and in the process has turned herself into a cultural bridgehead between east and west, partly thanks to her flawless English - she studied at the Universities of Peking and Southern Australia. So with Chinese Vogue currently celebrating its 100th issue (it's six years old since you ask) by commissioning Mario Testino to shoot every fashion story in the edition, it seemed a good moment to take stock of the East-West fashion relationship.

Some of the famous Western brands have seen their figures dip in China in the past 12 months. Is this because of the economy or because these brands are now seen as too blingy?
The stereotypical Chinese consumer liked everything to be bigger, brighter, more sparkly - and that's true to an extent. But these people started to be exposed to fashion and luxury almost overnight. Tastes are maturing very fast. Nowadays China is a multi-layered market. On the top there are the really sophisticated consumers who go to the shows, buy couture and need one of a kind, limited edition pieces to really excite them. Then you have the middle class consumers who still enjoy the more popular brands and the newcomers joining in everyday from second, third and fourth tier cities. The Chinese are not blingy by nature. We're by and large humble and understated. I think that's why the whole blingy phase is going so quickly.

Continue reading at fashion.telegraph.co.uk


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