Angelica Cheung - the Power Woman, on China’s Fashion Market
Angelica Cheung, the editor-in-chief of Vogue China, the youngest of all Vouge's editors-in-chief, has played a strong role in China’s fashion industry development. When offered that job at Vogue, she saw a great opportunity. “At the time, international titles were not giving China the respect it deserved as a market. They would syndicate and translate material from elsewhere,” she told the Financial Times. “It dawned on me that I could create something entirely new.”, she also likes to add, “China is big. We need to do a magazine that would reflect this big market, its significance in the world, and win the kind of respect that it deserves.”
Cheung launched the first issue in September 2005, showing her full skill as it sold out of its initial print run of 300,000 and had to be reprinted twice. At the heart of publication's success lays her unique ability to balance the experience of fashion industry from the West, while also recognizing the need for the magazine to be as authentic as possible. In just seven years since its essential launch, Vogue China has become a runaway success which now has a print circulation of approximately 1.6 million, and, to be truthful, its reach has never been wider. The publication puts out 16 issues per year to meet the popular demand and, according to Forbes, prints a full 200 more editorial pages than its American counterpart.
Cheung believes the power to be in women. She has a certain vision for China's future and believes in a futuristic type that is a woman "who embraces life and tries to make life more interesting, faces challenges and takes risks to have a more interesting life”.
"Even though I like fashion, I like to feel we are more of a woman's magazine. We're not just here to sell the clothes. Otherwise it's difficult to keep that passion for long."
She also recognizes the reason for Vogue's success: as it does try to be more than just a style handbook, it also shows the going of a modern woman in China. The country is opening up to the world being only three decades old, which means starting from scratch when it comes to not just fashion, but the whole idea of being an independent in the 21st century.
Angelica Cheung – being succesfull, showing others how to be succesfull. Opening up China to a new world of acceptable and even seeked out luxury, blurring the lines and creating new possibilities she is exalting chinese markets, making them no longer seem like a trumpery – now they are a huge, important player, West better watch out.