Coming early 2018, multi-media giants Vogue and Vice will be utilizing their differences with news of a 100-day collaboration, nicknamed Project Vs, of stories, photos and videos released weekly. The announcement came as a surprise to many, considering the two brands’ distinct editorial voices starkly contrast the other.
News broke when Vogue released a preview of Anna Wintour, editor-in-chief of Vogue, and co-founder and CEO of Vice, Shane Smith, giving one-word descriptions of their idea of the other’s brand.
Vice Media, founded in 1994, is a digital media company focused on appealing to youth culture. When it comes to attracting young audiences, Vice has been dubbed the “poster child for new-media success.”
Covering everything from politics to religion and entertainment, those at Vice certainly are not afraid to break boundaries. Examples of Vice divulging into the “nitty-gritty” are best shown through its short documentaries, ranging from following child bullfighters in Mexico to entering the underground bare-knuckle boxing world of the UK.
Comparatively, Vogue has been the leading fashion news and lifestyle magazine since 1892. So, could this possibly be a way for Vogue to reach more of a young audience and Vice to attract an unlikely demographic?
While Wintour acknowledges their differences, she states that “both are fearless, breathtaking, with unquenchable curiosity and vigor.”
Tom Punch, creative officer for Vice, refers to Project Vs as a “high-speed collision.” He believes this partnership is the ultimate juxtaposition of “social, political and cultural tensions of our times to create a capsule commentary of the world we live in.”
Much like the style of a pop-up shop, the exclusive material will only be up and available for a limited time. Though one thing for certain is that this unique project will be one of a kind – a perfect blend of gritty and classy, edgy yet chic.
“This collaboration will benefit from two talented editorial teams working to produce relevant and exciting stories about the way we live now,” Wintour says, ending her previous statement.
Though it may be an unlikely collaboration none could have predicted, both Vogue and Vice seem to have one thing in common: a dedication to providing their audience with the most up-to-date, culturally engaged stories with an end goal of uniting its readers.