Reporter | Chen Qirui
Edit | Lou Shuqin
On December 28, Guerlain, a high-end beauty brand under the LVMH Group, announced on its official Weibo that Xiaoxue, former editor-in-chief of ELLE World Fashion Garden, was the new chief experience officer of the brand, and released a New Year's speech written by Xiaoxue.
A year after leaving ELLE World Fashion Court in December 2019, Xiaoxue remains active in the fashion industry.
In addition to Guerlain, she currently holds the titles of Uniqlo Ambassador of Life Aesthetics and Ambassador of Elegance of the Ordos E Series, and appeared in li jiaqi's live broadcast room on December 19 to bring goods for Italian luxury brand Salvatore Ferragamo, and a variety of handbags with a price tag price of 15,500 yuan to 17,500 yuan were quickly sold out after their debut.
Walking in the fashion industry for many years, elegance has become Xiaoxue's most important personal keyword. In Salvatore Ferragamo's live trailer Weibo, Xiaoxue was called "synonymous with elegance in the fashion industry", and when UNIQLO and Ordos announced her as ambassador, the copywriting content was also related to the concept of elegance.
Print media has played an important role in the development of China's fashion industry, and the editor-in-chief of fashion magazines once became one of the most influential positions in the entire industry.
Xiaoxue's buying appeal may be weaker than that of star artists. The brand works with her more out of the image of the requirements. Thirteen years as editor-in-chief brought Xiaoxue a professional and authoritative image coupled with a long-term emphasis on elegance. These traits are in line with the goals of the brands they work with to create a quality attitude towards life, and can also help brands reach consumers of different ages and value levels.
In addition to Xiaoxue, several other first-generation "fashion female devils" in China, Zhang Yu, Su Mang and Ye Xiaowei, who worked for VOGUE Clothing and Beauty, Harper's Bazaar and Weekend Pictorial, have also left their editor-in-chief positions.
Their participation has also witnessed the rapid development of China's fashion industry, experienced the golden age of fashion magazines, and shared the dividends brought by it. Their career experience in fashion magazines has given them a resource of friendship with brands, especially fashion and lifestyle brands, as well as attention and popularity inherited from the reputation of the magazine itself.
Zhang Yu, who recently left the position of editor-in-chief of VOGUE Clothing and Beauty, has now opened personal accounts on Xiaohongshu and Douyin, and has accumulated more than 100,000 fans on their respective platforms.
However, with the increase in the time they have left the editor-in-chief position, it is unknown whether they can maintain their popularity and personal image through post-operation.
Su Mang and Ye Xiaowei, who "fled" earlier, already had a clear direction of transformation.
Su Mang chose to go it alone and transformed into an entertainment celebrity.
Shortly after leaving Harper's Bazaar, she set up an online trend media research agency focusing on short videos, and participated in several fashion variety shows to express her views as an authoritative person. After accumulating some experience in the television industry, Su Mang launched the first female talk show "Amazing Sister" in October 2020, serving as the host himself.
After leaving Weekend Pictorial, Ye Xiaowei continued to work with the magazine's parent company, Modern Communications, as the head of the creative video platform NOWNESS China, and founded the sustainable green agency yehyehyeh.
Judging from the current situation, Ye Xiaowei is the editor-in-chief who left the magazine and has the closest relationship with the high-end art field after the transformation.