Amid pandemic panic, the advent of the Philippine edition of Vogue magazine is welcomed by arbiters in the fashion and publishing worlds.
While “negaholics” perceive the situation with uncertainty, entrepreneur Archie Carrasco sees an opportunity for business in the local market.
“After working in print and digital media for the last 14 years, I’ve always dreamt of acquiring Vogue Philippines,” said Carrasco, chairman of the AGC Power Holdings Corp (AGCPHC), an investment and management company. “All emerging and tiger markets have a local edition of Vogue, with the exception of our country. I questioned why we didn’t have a local edition, and I made it my goal to secure the franchise. After assessing the readiness of the Philippine market, I realized that it was during the pandemic that I needed to make a move. The arrival of Vogue Philippines was the perfect recovery plan for the luxury retail fashion industry. We are the pioneer in glossy magazines in the country, and I believe Condé Nast saw not only the potential of Vogue in the country, but also our capabilities as publishers.
“Travel restrictions and border closures prevented us from physically pitching Vogue Philippines to Condé Nast, but thanks to Zoom, everything was made possible.”
In an email, Carrasco explained that he was a born marketer whose mission was
“to create and market businesses and turn them from start-ups into medium and big enterprises.” AGC owns media brands, events companies, PR firms, and creatives. Among its six subsidiaries are the publisher of international brands Mega Global Licensing, and the local counterpart, One Mega Group. Mega Global Licensing handles the franchise acquisition of Nylon Manila and Vogue Philippines.
AGCPH’s other subsidiaries include digital marketing company DigistarPH, digital channel Playlist Inc, music video and production house 7640 Inc., and Filipino e-commerce platform SariSari Shopping.
The multi-platform Vogue Philippines rolls out in September, the month which traditionally produces the most important issue, as markets with temperate climates change their wardrobes, and companies and organizations start new seasons. On the local scene, it’s the time when everybody gears up for holiday spending, and advertisers double-check their media placements and remaining budgets for the year.
Asked why he was optimistic about the launch despite the economy, including the struggling publishing industry, being pummeled by pandemic restrictions, Carrasco replied, “For so long, Filipinos would travel abroad to buy luxury. What the pandemic has done was to force Filipinos to purchase goods in our country. The recent opening of luxury brands is a testament that we can afford not just bags, shoes, and small leather goods, but ready-to-wear, as well. This behavior gives me optimism that the arrival of Vogue Philippines will be successful and sustained.”
‘The goal is to create a ‘Vogue’ that marries the past with the future, street with couture, and the Philippines with the rest of the world’
His vision for the title is shared by the fashion cognoscenti in this forum. “The Philippines is rich in culture, diversity, and incredible talent in fashion and beauty,” he says. “The goal is to create a Vogue that marries the past with the future, street with couture, and the Philippines with the rest of the world. Vogue Philippines will be a magazine and a digital brand that is forward, artfully done, but more importantly, inspirational. It will dialogue with a local and regional audience while maintaining the international standards of the Vogue brand.”
Ben Chan (Photo from Thelma San Juan)
BEN CHAN, chairman, Suyen Corporation
I grew up collecting magazines. It’s a habit I’ve kept to this day. I still get excited seeing new covers and turning page after page of inspiration. That there will be a Vogue Philippines is such a booster for me personally, and for our local fashion industry. It’s another global platform for our designers, creatives, and local commerce to showcase their works. We’ve always championed #lovelocal at Bench, and hopefully, Vogue Philippines will share the same advocacy.
Rajo Laurel
RAJO LAUREL, designer
I am only left with much excitement with this piece of good news. This comes at a time when it is most needed. Our fashion industry has been besieged and traumatized by the pandemic. However, as we review our history, it is during these turbulent times that utmost creativity flourishes. So I am optimistic that this will be the signal of the new dawn for our Philippine Fashion industry, when we will finally be recognized as a country of immense talent not only in fashion, but in all connecting facets our community such as journalism, photography, styling, home decor, interiors, art, hair, makeup and design. We should use all our energies to focus on being better designers and artists. This is truly our moment to shine!
Mark Higgins (Photo from Thelma San Juan)
MARK HIGGINS, director, Slim’s Fashion & Arts School
It is a timely, coming-of-age story for the local fashion industry, and a promising indicator for a section of the Philippine economy.
Mark Gonzalez
MARK GONZALEZ, founder, H&F Retailer
Vogue is the foremost fashion title in the world. Having a Philippine version will definitely make an impact on how retailers like us could reach our consumers, and vice-versa. I hope that we are able to get an international audience for our fashion scene.
Lulu Tan-Gan
LULU TAN-GAN, designer
Positive news on the launch of Vogue Philippines as we have a mature and sophisticated market with an appetite for luxury fashion, design, and beauty.
‘Vogue also shapes the character of the market and its narratives, and employs the most amazing aesthetics and well-researched approach to tell its stories’—Donnie Tantoco
Anton San Diego (Photo from Thelma San Juan)
ANTON SAN DIEGO, editor-in-chief, Tatler Philippines
I want to congratulate the Mega group on the incredible feat! Vogue is a respected brand that will bring a much-needed surge of energy, creativity, and positivity to the publishing industry. I wish them all the best.
Joanne Rae Ramirez
JOANNE RAE RAMIREZ, editor-in-chief, People Asia
I believe the coming of more glossy magazines in the Philippines strengthens our fold, and the medium—print—was the precursor of communication and information through the ages. That we have even enhanced it and made it so much more with other platforms to buttress it will ensure its longevity. So I say, welcome! Print will always be in vogue.
Olivia Limpe-Aw (Photo from Thelma San Juan)
OLIVE LIMPE-AW, publisher, Asian Dragon Magazine
The fashion industry has taken a break during this two-year pandemic. Thus, the forthcoming launch of Vogue Philippines is good news for the fashion and publishing industries. It’s a good sign of things to come. Congratulations to Mega Global Licensing Inc. for bringing Vogue to the Philippines.
Donnie Tantoco
DONNIE TANTOCO, president, Rustan Commercial Corporation
Vogue is arguably the most important arbiter of fashion in the world. Vogue is the compass of what creative directions and concepts will resonate with the evolving lifestyles and beauty aspirations of the fashion community. Beyond being an arbiter, Vogue also shapes the character of the market and its narratives, and it employs the most amazing aesthetics and well-researched approach to tell its stories. It sets the standards that almost everyone benchmarks against for culture, but also for provocative covers, photography, establishing icons, and finding synergies between fashion and all that influence it, such as art, travel, adventure, sustainability, music, etc. Having Vogue in the Philippines will make this a more direct and formidable creative force in our country. It may also help express our uniquely Filipino modern aesthetic to the world.
Josie Natori
JOSIE NATORI, CEO, The Natori Company
The launch of Vogue Philippines is quite exciting, especially as globally there have been multiple closures of publications. This surely validates the importance of the Philippine fashion and luxury customer in the global market!
‘The Filipino viewpoint can be a vital element in the magazine’s evolution as it adapts to unprecedented changes in our world right now’—Chito Vijandre and Ricky Toledo
Anton Huang (Photo from Thelma San Juan)
ANTON HUANG, president, Stores Specialists Inc.
The arrival of Vogue reinforces the resilience and stability of the fashion industry, despite the continuous challenges brought about by the pandemic. Having a local edition of the iconic title will once again pave the way for our country to be on the global map for fashion and lifestyle. An exciting time for the business and the media landscape, a sign that better (and more prolific) times are indeed ahead! As a key purveyor in the premium lifestyle and luxury scene, we at the SSI Group are eagerly anticipating this dynamic outlook.
Ricky Toledo and Chito Vijandre
CHITO VIJANDRE and RICKY TOLEDO, columnists, retailers
What a wonderful New Year’s gift to finally have our own issue of the world’s most influential fashion magazine. Vogue connects the Philippines to a tradition of excellence that has showcased the works of the greatest couturiers, designers, artists, photographers, and writers who have reflected the zeitgeist as well as steered it to new directions. This partnership can only add more vigor to our fashion and creative industries, which have been acknowledged through the Filipino talents featured on Vogue’s pages through the years. But there is so much more of the country’s diversity and its creators that can be explored which the world has not seen, and which we ourselves have not fully realized with the vast resources that can still be tapped. Our rich history and culture have honed our creation and appreciation of the arts. We know quality when we see it, making us an important market in the world of luxury. That’s why bringing the Philippines to Vogue’s international network is a most welcome development, especially during these transformative times, when the Filipino viewpoint can be a vital element in the magazine’s evolution as it adapts to unprecedented changes in our world right now. With our unique creative responses in fashion, beauty, art, and lifestyle, the conversations in Vogue can only get richer, generating exciting dialogues and cross-pollinations between our designers, artists, and industry professionals and their counterparts all over the globe.
‘Execution, execution, execution is everything!’
Rina Go
RINA GO, former columnist, designer, restaurateur
Launching Vogue in the month of September coincides with it being the Fashion Edition, when editors put all their efforts into preparing the thickest edition of the year. It is usually loaded with more fashion editorials and is heavy on advertising from for hair care to makeup, health and beauty tips, shoes, hats, gloves, jewelry, perfume, sunglasses, jewelry, accessories, and the like.
Vogue as a brand has evolved into fantasy streetwear fashion, not necessarily apt, in my opinion. Marketing strategies such as these cater to a different segment, post millennium.
The success of the media lies heavily on the empowerment and direction given by the editor-in-chief, who needs to command respect and trust and ultimately influence people from all walks of life. Only then can Vogue garner the support needed to elevate this platform to interesting venues such as museums, and even create interest in actors, actresses, or supermodels wearing the clothes. Buzz means it is glossy enough to be grabbed by residents of other countries, as well. Execution, execution, execution is everything!
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