The History behind Vogue Portugal and the Brand
Vogue Magazine launched its first issue on December 17th, 1892 for 10 cents each. Originally being an upscale and luxury lifestyle journal capturing the lives of the elite in New York City, Condé Nast purchased Vogue. Completely transforming it into a women’s fashion, lifestyle and beauty magazine, it has grown into a monthly publication read by millions around the world. Establishing its first international magazine in 1916, Vogue has continued to spread its impact to the fashion industry by creating over 20 more international magazines including Vogue Portugal.
Prior to its initial launching in October 2002, Vogue Portugal began its licensing a year before under Cofina Media — a Portugese Media conglomerate. There was a preview issue presented to Condé Nast during the process of its creation. When being published as a magazine, Condé Nast assists in the modeling of the first issues due to publishing houses distribution of the titles as a licensee. Paula Mateus overtook the role as Editor-in-Chief for 15 years, along with her committed team at the magazine. This is not only an accomplishment, but an impressive and talented skill as being the head of one of the most popular fashion magazines in the world, isn’t so easy. After doing so, Condé Nast moved Vogue Portugal from its publications under Cofina Media to LightHouse Publishing which was already under the issuing of GQ Portugal for a year and a half. As a result of this change, there was a brand new establishment of a team which included Editor-in-Chief. José Santana and Sofia Lucas, two very close artistic and talented friends for over 20 years, both worked under Cofina Media. Lucas was the Art Director for the magazines being produced, and Santana began as a designer. Remaining alongside each other in the industry, Santana was given the position as the Art Director for Vogue Portugal and GQ Portugal, which was very well deserved. Having such a special friendship allowed them to combine their own strengths and expertise into launching the creation of LightHouse Publishing together. Having years of knowledge, being so experienced in the field of publishing, and already having previously worked with Condé Nast, they were more than the perfect fit for taking on the role.
It should be noted that Mateus, Santana, Lucas, and their team have brought personality, life, and creativity over the years to every page flipped through in Vogue Portugal. Despite Vogue being known as one of the top fashion magazines in the world, this brings the idea to people that their magazine should not reflect the current issues in the world today. The cover of the April 2020 magazine for Vogue Portugal captured by Branislav Simoncik, is of a man and a woman, Bibiana Baltovicova and Adam Bardy, kissing through their surgical masks. While this reached a topic of controversy among some, a fashion magazine is not just a report on the latest trends and runway reviews. There are other issues facing the world, people, and the economy. Vogue Portugal released a “Planet Earth is the Trend” cover in September 2019 to highlight sustainability and bring awareness. In April 2020, there was also the “Freedom On Hold. COVID-19, fear will not stop us.” Haters will always misjudge and have their opinions towards people, brands, or companies that derail the idea of being conventional and sticking to a specific stereotype. Going beyond the traditional cover everyone normally expects, Vogue Portugal brings the importance to trends and news not just on the runway, but off of it as well.
In addition to being such a dominating force in the fashion industry, Vogue Portugal’s charm is more than what people see on the cover. Behind every photo is a team that works to curate an emotion and reflect a form of art. Anybody can take a picture, format a layout, upload it, and call it their magazine, but Vogue Portugal views their work with heart, pride, and motivation to never settle for mediocre ideas. Compared to other international Vogue magazines, each and everyone one of them have their own style that reflect their identity and character. Soon after the line up, set up of photoshoots, and pages are laid out and settled within 3 weeks, the printing process begins. Once sent to the printer, copies and prints are then dispersed to the distributor and subscribers. This is the moment that all subscribers to the magazine have been waiting for the most. Once distributors receive this, they are brought to be displayed in newsstands. Although all Vogue magazines have continued to stay true to their original physical forms, they all have digital versions to their editions, which began several years ago for Vogue Portugal.
Photo Credit: Vogue Portugal
Report: Pamela Valdez
Continuing to remain diverse, influential, and relevant, it is important to listen to readers, critics, haters, and fans. Vogue Portugal delivers content in response to always evolving themselves and leaving behind the idea that they must focus on physical fashion such as clothes, shoes, and accessories, but instead to incorporate that and issues around the world into a form of art to surpass the expectation of readers. Being a monthly magazine means that the team is not only putting full energy and ambition towards their work, but making sure that every cover, word, and page leaves them just as proud as the last month.
