Vogue France’s Eugénie Trochu on her more inclusive vision of French style

Vogue France’s Head of Editorial Content, Eugénie Trochu, spoke to the Wall Street Journal about her vision for the brand and saying au revoir to the old clichés about French women.

The brand celebrated its 100th anniversary, and was renamed from Vogue Paris to Vogue France.

“I want to change the vision of the French woman,” Trochu told the WSJ. She discussed how her new vision for the brand included celebrating all ages, ethnicities, genders, sexualities and aesthetics.

On the entrenched idea that French women don’t get fat – which was globalized by Mireille Guiliano’s 2004 bestseller – Trochu said: “This is maybe our fault, because we are playing with that, and that’s why now I think we need to move on. We can continue to have a myth about the French girl. But it needs to be built on something else. It could be…this woman you see on the terrace of a cafe, she is maybe smoking, but she has a piece of cheese, a baguette, she’s chatty…but she’s free, she feels good about herself, she’s really proud, and she’s not ashamed of anything and she doesn’t try to be someone else or copy icons.”

This article was published by the WSJ. Read it here.

Vogue Scandinavia debuts first issue starring Greta Thunberg

A singular figure and icon of change, Swedish climate activist Greta Thunberg is the first ever cover star of Vogue Scandinavia.

Vogue Scandinavia chose Thunberg to be its first cover star due to her fearless efforts to bring the climate crisis the global attention it deserves.

Thunberg encapsulates the core values of the title, most notably its unabashed love of nature.

In an interview, she spoke to Vogue Scandinavia’s Tom Pattinson and two Swedish conservationists, the artist duo Alexandrov Klum, who shot Greta for this issue’s cover, about their shared vision of a sustainable future.

Vogue Scandinavia has been on a sustainability journey since the brand’s conception, and is certified carbon neutral from launch. “Our goal is to give back more than we consume, to become carbon negative throughout our whole value chain,” says Mariann Jacobsson, Vogue Scandinavia’s head of sustainability. “We hope to inspire our stakeholders, industry colleagues, and our loyal readers to make small changes for good. A small step made by many people creates a movement, and we are proud to be leading this movement in our industry.” Find out more about Vogue Scandinavia’s sustainability journey here.