Vice and Vogueannounced today they are teaming up on a new editorial collaboration, bringing the edgy, video-focused digital media company together with Condé Nast’s legacy fashion magazine brand.
A dedicated team made up of both Vogue and Vice editors will work together on the project, tentatively called “Project Vs.”
While details of the project are vague, it will explore "important" topics with a “particular focus on global themes important to millennials,” Zach Block, Condé Nast’s vice president of business development and partnerships, told Publishers Daily.
“The topics being covered are designed to play off the unexpected coming together of these two iconic brands by juxtaposing opinions, ideas and people. This will play out across all content formats, drawing on both brands' network of existing contributors while also identifying new voices,” he added.
Project Vs will tackle a different theme each week. It is set to launch early next year with videos, photos, long-form storytelling and social media by both brands, which will roll out over the course of 100 days.
Project Vs will get its own site, as well as exist across both brands’ platforms.
The two companies have been “talking for a long time” about working together, Block said, but didn’t come together until earlier this year.
The brands thought the pairing of Vogue and Vice “would be an unexpected partnership that created huge opportunity to jointly address many of the issues of interest to our collective audiences,” he added.
While the two media outlets “may appear to some to see the world through different lenses,” Anna Wintour, Condé Nast artistic director and editor-in-chief of Vogue, noted: “Both are fearless and breathtaking, with unquenchable curiosity and vigor.”
Projects Vs will aim “to produce relevant and exciting stories about the way we live now,” Wintour said.
Condé Nast will lead the ad sales effort for Project Vs, and Vogue Chief Business Officer Susan Plagemann will oversee efforts, in coordination with the Vice team.