Fashion content is ubiquitous. Navigating and excelling in such a massive and highly competitive environment requires exceptional skills. It is easier to sail by sight if the ship is a major brand in the fashion publishing industry, which has been in the industry for nearly 60 years and has mastered the leading narratives of the fashion press itself.
Francesca Ragazzi, Head of Editorial Content at Vogue Italia. Photo courtesy Vogue Italia
Istituto Marangoni welcomed Francesca Ragazzi, Head of Editorial Content at Vogue Italia, to inspire future sailors this year.
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Captain in charge of charting the course for Vogue Italia’s fashion news and editorial content, Francesca Ragazzi’s path is based on keeping the bar for content quality very high and staying true to the values of the Vogue brand.
Francesca Ragazzi joined the ‘In Conversation With’ series at Istituto Marangoni Milano, moderated by Fashion Design Program Leader Antonio Patruno Randolfi. The event was also streamed at the school in London
While Ragazzi shared her vision for Vogue Italia, Istituto Marangoni students had the opportunity to see the future of fashion through an editor’s lens. As September, the so-called ‘January of fashion’, approaches, we thought it would be a great way to start the fashion year by reliving this experience and sharing with our readers the unique insight we gained into how tomorrow’s media – and journalism – will look like under the guidance of this fashion captain.
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Creating emotional storylines to catch the feels
“Emotions are paramount,” shared Ragazzi as she described her vision for the future of the content offered in the magazine. “Everything today can be considered content,” continued Ragazzi, expressing the importance of creating images with a storyline.
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Storytelling has become a popular way to interact with today’s generation, and Vogue has been able to properly amend the changing fashion landscape by speaking to its audiences’ feelings.
Stretching the shrinking attention span
Considering the new generation of Vogue readers with an average attention span of 7 seconds, Francesca Ragazzi has been able to grasp the attention of her audience by sharing a heartfelt message or image, one which awakens feelings and thoughts from deep inside the observer.
@vogueitalia “Chiedetemi qualsiasi cosa” ci dice @Kim Kardashian durante una pausa sul set della cover di luglio di #VogueItalia. E così abbiamo fatto: dalle sue icone di stile italiane al viaggio ideale in Italia, ecco cosa ci ha raccontato. Ma non solo: dai un’occhiata all’intervista esclusiva al nostro link in bio e in edicola, ora. #KimKardashian #VogueItalia #JulyIssue ♬ suono originale - vogueitalia
“Vogue is a system for interactions, not just a magazine”, shared Ragazzi. Viewing Vogue as a platform to share ideas and trends around fashion, beauty and lifestyle whilst keeping an angle specific to the magazine’s culture is a method Ragazzi believes can be seen in Vogue as a whole.
Vogue Italia represents a community of people who care for history but hope to innovate, who are conscious of current events and express themselves through fashion.
On being conversational with a unique voice
The magazine expects to continue adding personality to its editorials with a strong attention to detail, a skill she honed during her internship. Being able to share far more than fashion on its covers has been a method found in Vogue Italia since Franca Sozzani.
However, Francesca Ragazzi manages to create a synergy in editorials where the innovative designs of emerging designers combine seamlessly with designers with a solid heritage to strengthen the voices of the individuals featured in the magazine.
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“Fashion is a pioneer in conversations of the times. There are new chapters to come in fashion. Innovations, attention to detail and new ideas will continue to be fundamental,” stated Ragazzi.
Soft skills and hard work are a powerful combo
Perseverance and determination are crucial to leading fashion editorial content as a system, part of the big wheel of the news.
Francesca Ragazzi shared her path in the fashion industry, working for Vogue as an intern, then as Fashion Coordinator and Correspondent for Vogue Italia in Paris, as Associate Market Editor, later as Fashion Market Director and finally as Head of Editorial Content for Vogue Italia.
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As Istituto Marangoni students embark on their journey in the industry, they often ponder the advantages of becoming an emerging designer, the impact of fashion as a social phenomenon and the future of fashion and technology.
A glocal transgenerational approach
@vogueitalia Ecco svelato come si prepara l’attrice bolognese #MatildaDeAngelis per lo show autunno/inverno 2023/2024 di #BottegaVeneta durante la Milano Fashion Week. Dal makeup all’outfit che ha scelto, scopri il dietro le quinte nell’episodio di #GettingReadyWith al link in bio! #MFW #TikTokFashion ♬ suono originale - vogueitalia
Regarding Vogue as a global magazine, Francesca Ragazzi described the importance of expressing the local voice of each magazine’s country to create a global framework.
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By allowing the audience to interpret images as a storyline, Vogue Italia has steered away from what an audience may consider a hard sell. Vogue Italia creates content around fashion, beauty, lifestyle and culture that is relevant to the current times and resonates with individuals from different generations.
Micaela Vallejo Gubbins
Fashion Business & Buying alumna, London