Guest Lecture: Alexandra Shulman (part 1)
- Hannah Allport
- Apr 27, 2017
- 3 min read
Yesterday I had the great opportunity to sit in a Q&A with Alexandra Shulman, Editor-In-Chief of Vogue UK. It was a once in a lifetime opportunity that gave me a great insight into her life and amazing career. Alexandra talked all things her book, long career and her decision to leave the magazine after 25 years.
The Q&A opened with the obvious - why has she decided to leave now? She pointed out that many of the students in the room were not even born when she started her job at Vogue. She stated that we learn so much in the first 25 years of life (how to walk, how to talk) and she came to the realisation that she has spent the past 25 years doing the same thing. That is why she made the decision in November to leave the company and take the chance to learn something new.
When asked what she will miss most about the job she was quick to point out the parts of the job she will not miss. She expressed that she will not miss the long negotiations as a team over decisions about the magazine and not winning them. She also said she will not miss never feeling like she has accomplished anything due to the speed of the issues. Once on issue is complete they are already beginning the next one.
The next question Alexandra was faced with was how she felt the role of the editor has changed over the last 25 years. She felt it had changed quite a lot due to the introduction of social media and its importance. This caused the need for web content as well as for print. She also indicated how she felt the role of the journalist has changed with celebrities becoming their own PR and taking more control with social media.
Alexandra then went on to discuss the Vogue centenary issue, celebrating 100 years of the magazine, which was marked by The Duchess of Cambridge gracing the cover. She explained the process involved in getting the Duchess to agree to the shoot. This was not the first time Shulman had asked the Duchess to be a part of the magazine but the answer had been no. It wasn't the image she wanted to portray. Therefore when it became the 100th year and a collaboration with the National Portrait Gallery had become something associated with the magazine, Shulman had remembered the connection that the Duchess had with the NPG and took it upon herself to write a letter to the Duchess asking her again. After forgetting she even sent the letter, Shulman and the people of Vogue finally got the answer they were hoping for whilst visiting the century of style exhibition at the NPG, when they were told the Duchess had agreed. Shulman explained how the shoot was very collaborative and informal. When asked what the Duchess was like to work with she stated that the Duchess definitely had opinions however, it was a good experience.
After marking 100 years of Vogue we will soon experience a new take on the magazine with the new Editor-In-Chief Edwards Enninful, due take over later on this year. When asked about how having a male as editor might have an impact she stated that it isn't the first time a male has taken on this role, in fact he is the 4th male on the job. In relation to the question she felt it would be hypocritical for her to say the type of impact he will have as they both came from GQ yet will approach the role in different ways. Vogue has male readers so it shouldn't be a big thing.
In the next blog post on this insightful lecture, I will share Shulman's thoughts on Bowie, The documentary and what's next for the longest serving editor-in-chief of British Vogue.
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