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Sravanthi Challapalli

Chennai, Aug. 10 Vogue, widely considered the fashion Bible internationally, aims to retain that status when it launches in India at the end of next month.

Ms Oona Dhabhar, Marketing Director, Conde Nast India, told Business Line that the magazine would make itself relevant to the Indian reader. Typically, this reader is the affluent Indian woman who is aware of trends in fashion, beau ty and lifestyle. There will be a good mix of Indian articles with the international content and the fashion section would feature Indian as well as Western couture.

The photo shoots too, would be relevant to the Indian situation, she said. At the same time, top international talent in the form of photographers and models would be deployed to work on the shoots, she added.

“The editorial mission is to evolve and celebrate the Indian reader’s personal style,” Ms Dhabhar said.

Apart from fashion, the magazine’s mainstay, beauty will also be in focus. Research indicates that beauty is a major concern with Indian women, Ms Dhabhar said. The magazine will also carry articles on lifestyle and travel, fine dining, wines and such.

The monthly, which will kick off with the October issue, will be priced at Rs 100. Conde Nast plans an aggressive campaign that will use outdoor media in the metros and big cities, Ms Dhabhar said. It will also be present in malls, upmarket beauty parlours and gyms. Apart from driving subscription with attractive offers, it will aim to build a market through events, she added.

Vogue is a 100-year-old brand in the US and turned 90 in the UK last year. There are 16 international editions. Apart from various countries in Europe, it is present in Japan, South Korea, China and Taiwan in Asia. The India edition will be the fourth international edition to be published in English.

Based on the response to Vogue, Conde Nast will roll out its other magazines in India, Ms Dhabhar said. At the earliest, this could be 12-15 months after Vogue’s launch. Some of them are Glamour, GQ, Vanity Fair, The New Yorker and Conde Nast Traveller. Conde Nast India is a wholly-owned subsidiary of Conde Nast.

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