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Vogue is back; while the famous publication never fell out of favor, there is palpable nostalgia for its old style. When the 2024 December issue hit the stands, the spark was reignited and got people talking. With buzzing traction from news of Marc Jacobs’s involvement as the guest editor for the issue, what does this mean for the direction Anna Wintour is taking Vogue?

 

Anna Wintour has been the editor-in-chief for the highly acclaimed Vogue Magazine since 1988. Under her reign, she has certainly made her mark in the fashion industry. From sponsoring the  Met Gala’s Annual Costume Institute Benefit with themes such as the “Heavenly Bodies,” and “Camp: Notes on Fashion,” her input on the curation inspires designers to cultivate new looks yearly that has the media buzzing in excitement. She has also contributed to the success of other designers like John Galliano of Maison Margiela and Tom Ford of Gucci and YSL by campaigning for their talents in design.

 

Anna Wintour succeeded previous editor-in-chief Grace Mirabella by giving Vogue a new breath of life based on her first cover with Michaela Bercu. It should not come as a surprise that she enlisted Marc Jacobs’s help for the upcoming 2024 December Vogue issue. With Jacobs as the first guest editor, his spread focuses on highlighting “Unbridled youthful energy,” akin to the first cover Wintour spearheaded. On the cover, model Michaela Bercu sports casual jeans and a bright smile to indicate a new era of Vogue.

 

Guest editor Marc Jacobs is one of the most remarkable names in the Fashion Industry. The sought-after Canvas Tote Bag is considered a staple, as is his fragrance line featuring the very popular Daisy perfume. Spinning the old into the new, the reinvention of Heavn by Marc Jacobs is also a testament to his creativity’s adaptability. Jacob’s latest designs under the brand play into the Y2K trend towards which the younger generation tends to gravitate. It also helps that the marketing is intentional, utilizing representation of beloved Gen Z figures. It is clear that Marc Jacobs is a crowd favorite, and maybe now even a Vogue favorite.

 

For the upcoming edition, Marc Jacobs expressed that the 2024 December issue featuring Kaia Gerber was a passion project for both him and Wintour. The creative direction pursued had a more abstract styling approach compared to the older issues of Vogue. With Gerber styled in what resembles old 60’s Americana with the large hair and elaborate accessories, Wintour and Jacobs shared the sentiment of invoking excitement from their readership. With this unexpected direction, the readers demanded a reimagination of the current Vogue to a more creative entity. 

 

While the US edition has been playing it safe, international editions of Vogue have been producing more creative media. Vogue Taiwan’s sustainability issue was not only visually appealing, but brought awareness to pressing concerns of pollution and waste. Vogue Philippines’s first edition highlighted the different islands of the country and celebrated their culture, while Vogue Arabia featured Saudi women after a driving ban was lifted in the country. With creativity and culture in the mix, it is clear these respective Vogue editions are creating a distinct personality and adding flair to their issues.

 

Attempts have been made at Vogue to deviate towards a more creative direction. Andre Leon Talley has advocated to diversify the space, arguing it would enhance the reader-experience, but Wintour dissented. Could Marc Jacobs’s success at Vogue convince Anna Wintour to recognize the value of external creative input for Vogue? She’s broken the mold before; surely, she can do it again.

There's no doubt that the connection Vogue has built with its audience is strong. What is more  apparent, however, is that the younger generation don’t resonate with Vogue in the same way. There is an influx of creativity that could be explored and expressed in Vogue US, as evidently, leaps of faith have only served Vogue well.