After an expansive search by Condé Nast, Rocco Liu, aka Liu Chong, has been appointed as the new editorial director of Vogue China, the magazine’s third in mainland China since 2005 and its first male editor. He assumes the role with immediate effect.
Formerly the editor-in-chief of GQ China, Liu joined Condé Nast China and GQ in 2009 as a copyright editor until 2016, before taking over digital content creation in 2017.
He stepped into the role of acting GQ editor-in-chief following the departure of Zeng Ming in February 2020, before being officially promoted to the lead role in July 2021. Creative director Cui Yanyu will take on the role of interim editor-in-chief at GQ China.
Fresh start#
Liu takes over from Vogue China’s former editor-in-chief Margaret Zhang, who announced her departure from the role in February after a three-year tenure. At 27, Zhang was the youngest person to be appointed as editorial director at the group, a factor that generated controversy at the time due to her youth, alongside her Australian upbringing and influencer background.
While Liu may have big boots to fill, the editor is set to chart new paths for the publication in Zhang’s absence. He has previously been commended for helming Vogue China’s digital revamp, as well as establishing the popular GQ Lab WeChat account and the GQ video team in China.
In an exclusive interview with Jing Daily earlier this year, Liu spoke about navigating China’s fast-paced industry and his ambitions for fashion publishing across the mainland.
“I’m all for breaking down walls, mixing it up with different cultures and industries. There’s so much we can learn from each other,” Liu said. “I want to make sure my ideas can create as much impact as possible.”
Anna Wintour, editor-in-chief of Vogue and Global Chief Content Officer of Condé Nast, expressed her appreciation for Liu in a statement, noting that the editor has “great instincts for creating stories that live on new platforms, that find new audiences, and for imagining events that get people talking.”
The shake-up at Vogue China is spurring online conversation across the mainland. In response to Liu’s new role, netizens shared their hopes for the title’s future.
“After a long period of strategizing and adjustments, this decision might be the best for Condé Nast China. Appointing Rocco as the editor-in-chief of Vogue China can quickly alleviate customer doubts and restore their confidence,” @DerekLeMode penned on Xiaohongshu.
As the first male to hold the editorial director lead position at Vogue China – a publication esteemed for its editorial prowess and supporting emerging regional talent – all eyes are on Liu to usher in a new era for the magazine while retaining its global status.