Chicest Editor-in-Chief
Standing out from the other Vogue editions is the newcomer, Vogue Scandinavia. Under exceptional leadership, the magazine adopts innovative, never-before-seen strategies with a strong focus on sustainability, delving deep into the rich depths of the Nordic region.
via IG @martinabonnier © All rights belong to their respective owners. No copyright infringement intended.
In a world filled with successful women, it’s increasingly difficult to carve out a name for yourself—a name that carries real weight. However, one editor-in-chief has cracked the code, arriving on the scene with force and making an even stronger impact. Meet Martina Bonnier.
Martina Bonnier is the editor-in-chief of Vogue Scandinavia. Unlike its sister Vogue editions, Vogue Scandinavia stands apart. Launched in August 2021 as the 28th edition of Vogue, it remains the new kid on the block. Bonnier has been at the helm since its very beginning. But beyond being the much-anticipated Vogue for the Nordic countries, how does it distinguish itself?
As a Scandinavian-focused magazine, it deeply celebrates Scandinavian craftsmanship and culture. Scandinavian influence runs like a red thread through its productions, ensuring a cohesive narrative. And if there’s one thing Scandinavians are renowned for, it’s their love of sustainability. Bonnier’s commitment to this ethos runs through the magazine’s core pages—or perhaps ‘pages’ isn’t the right word. One of Vogue Scandinavia's standout features is its digital-first strategy. Shifting away from print dependency, the magazine prioritizes a strong digital presence. This is achieved through innovative approaches such as immersive digital content, including augmented reality elements, allowing readers to interact with the content in entirely new ways. Although physical copies exist, they are rare and serve more as collector’s items than everyday publications. This exclusivity brings a newfound appreciation for physical items. I don’t know about you, but I’d go to great lengths to get my hands on one of those copies.
Speaking of innovation, you might have already encountered some of the magazine’s engaging digital content. With a focus on sustainability and being a digital-first magazine, a strong online presence is essential—and they’ve yet again cracked the code. Their social media reach is impressive, captivating a broad audience across the Nordic region and beyond. Since the magazine and all its content are in English, it appeals to anyone with an interest in Scandinavian culture, design, food, fashion, and everything in between. Vogue Scandinavia isn’t just present in the ever-changing media landscape; it’s riding those waves with finesse. Bonnier’s sustainability initiatives extend beyond the production process and permeate the content itself. Through eco-conscious fashion features, promotion of local Nordic designers who champion ethical production, and highlighting environmental activism, the magazine offers something genuinely distinct from its predecessors.
There was no doubt—Bonnier was the perfect choice for the role of editor-in-chief. With a strong background in fashion journalism and editorial roles, she was the obvious candidate to lead Vogue Scandinavia. She was no stranger to the responsibilities, having previously held the same position at Damernas Värld, a leading fashion magazine in Sweden. As a Swede herself, Bonnier had already built a formidable reputation in the Scandinavian fashion scene, particularly for her leadership. Involved in both the strategic and creative processes, she stands as the driving force behind the magazine's unique approach.
With a strong emphasis on showcasing the Nordic region’s distinctive style, heritage, and core values of sustainability, nature, fashion, and lifestyle, Vogue Scandinavia truly encapsulates the best of the region. While Bonnier focuses on regional identity, she ensures Scandinavian fashion has a global voice. The magazine strikes a perfect balance between luxury and sustainability, staying true to Scandinavian values while pushing the boundaries of what Vogue can offer. Bonnier’s ability to blend fashion with broader societal issues is a beacon of innovation. Through her leadership, she has brought the unique perspective of the Nordic region to a true global stage.
Have you stumbled upon Vogue Scandinavia yet? What are your thoughts—does it really stand out as an innovative newcomer? How have these strategies shaped your view of the magazine? As a reader, do you embrace them? And, hopefully, you’re just as excited as I am to see where Bonnier takes this magazine—one thing’s for sure, it’s heading for great heights.
