On the surface, Vogue and Vice might seem like two very different brands. The former is considered by many to be the authoritative voice of women, while the latter is a male-skewing brand that prides itself on a gritty style of journalism.
The seemingly contrasting styles of grace and grit will collide as Vogue and Vice today announced an editorial collaboration which will feature content from both high-profile media brands.
The Vice-Vogue multiplatform 100-day partnership, tentatively called “Project Vs,” will include a new website that exists across the brands’ platforms, featuring prominent cultural figures, movements and societal issues, with each week highlighting a different theme. A team consisting of editors from both publications will produce a mix of videos, photos, long-form stories and more, which both brands will promote on social media. Project Vs is set to launch early next year.
The publications unveiled the alliance today at Final Front, Omnicom Media Group’s annual event.
“Vogue and Vice may appear to some to see the world through different lenses,” said Anna Wintour, Condé Nast artistic director, editor in chief of Vogue and newly-minted 2017 Adweek Brand Genius. “But, in my view, both are fearless and breathtaking, with unquenchable curiosity and vigor. This collaboration will benefit from two talented editorial teams working together to produce relevant and exciting stories about the way we live now.”
“What started as a slow dance collaboration has quickly become a high-speed collision between Vice and Vogue, juxtaposing the many social, political and cultural tensions of our times to create a capsule commentary on the world we live in,” said Tom Punch, chief commercial and creative officer of Vice. “We’re very excited to see where Project Vs will take us all.”
Condé Nast will lead the advertising business for the collaboration, with Vogue chief business officer Susan Plagemann coordinating with a team at Vice to oversee the efforts.