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Behind every glossy magazine cover lies a whirlwind of creativity, decision-making, and innovation. In this episode of British Vogue’s The Future of Fashion, Alexa Chung gives us a front-row seat to the inner workings of the powerhouse publication. From career inspiration and artistic direction to the ever-evolving digital landscape, here’s everything you need to know about what happens behind the scenes at Vogue.

Balancing Business with Creativity

Running Vogue isn’t just about breathtaking spreads and artistic flair—it’s a balancing act between creativity and business. Editor-in-Chief Alex Schulman put it simply: “This is a business; we’re not here writing poetry.” Every beautiful page must cater to readers, advertisers, and the ever-changing world of fashion.

Schulman spoke about how magazines aren’t like pure art. While artists create for self-expression, magazines must meet the expectations of diverse audiences. Compromise is often at the core of the creative process. Despite this, the goal remains to produce something captivating and unique.

Schulman reflected on her childhood love of magazines. For her, the inspiration came not just from fashion but from the beauty of imagery—those Sarah Moon posters from the ’70s left a lasting impression. Back then, fashion wasn’t what it is today. Global brands like Gucci didn’t dominate with sprawling campaigns, so Schulman often relied on charity shop finds. It wasn’t until she landed her role at Vogue that she left her thrifty roots behind.

The Power of a Vogue Cover

Few elements of a magazine hold as much weight as its cover. Vogue covers do more than showcase fashion—they reflect shifts in culture, politics, and the portrayal of women. They’re aspirational, iconic, and notoriously challenging to perfect.

Jamie Perlman, Vogue’s Creative Director, oversees this monumental task. From choosing photographers to dictating the visual style, Perlman ensures that every cover hits the right tone. Her team works behind the scenes before photoshoots, carefully selecting the creative direction and assembling teams of stylists and photographers. On shoot days, she ensures everything runs smoothly, though she’s rarely hands-on. A well-planned shoot, she explained, requires minimal intervention.

Highlighting New Talent

Vogue has a way of spotlighting rising stars in photography and design. For instance, Tyrone Lebon, a British photographer, is shaping the visual world by embracing a purist style. He works exclusively with film, avoiding digital methods entirely, which adds a unique authenticity to his images.

Another standout is Harley Weir, a young photographer known for her spontaneous, creative energy. One noteworthy shoot involved her handing over unconventional props like a painted banana, proving that unconventional ideas can produce remarkable results. It’s clear that Vogue continues to champion fresh voices, pushing the boundaries of what fashion photography can be.

From Typography to Design

The art direction at Vogue extends beyond photography. Design choices, such as typography, play a crucial role in setting the tone of each page. Font selection might seem trivial, but it’s a meticulous process. For instance, Perlman’s team chose bold typefaces to complement striking photography in a recent spread. Typography isn’t just about aesthetics—it’s about amplifying the impact of the visuals.

The Journey to Vogue

For many, working at Vogue is a lifelong dream. Jamie Perlman shared her own story of moving to London to become Art Director for British Vogue, a long-held goal she realised after working at American Vogue. She was drawn to British Vogue for its experimental photography and creativity.

The role of magazine covers has shifted considerably since she entered the industry. Previously, safer and more commercial covers were a guaranteed sell. Now, even unconventional, edgy covers can outperform traditional ones. It’s this unpredictability that keeps the team constantly innovating.

Advice for Aspiring Creatives

So, how do you land a job like Perlman’s? Start by recognising the changing nature of magazines. It’s not just about print anymore—it’s about mastering digital tools. Experience in coding, digital design, and motion graphics can give you a competitive edge.

Aspiring artists should balance their foundational understanding of traditional design with the ability to adapt to digital-first platforms. While the core of the job remains about producing beautiful pages, the skills required are broader than ever before.

Learning from Interns

Fashion careers often begin with internships, as shown by Vogue assistant Nomi Pike’s experience. Pike secured her position through a Vogue competition but had already spent years interning and working in retail to support her ambitions.

Her story is a testament to perseverance. Though unpaid internships can be demanding, Pike worked seven days a week to balance her responsibilities. For anyone wanting a similar path, her advice is straightforward: work hard, stay focused, and seize every opportunity.

The Digital Evolution

Magazines aren’t just print anymore—they’re on your phone, computer, and social media feed. Editor Lucy Hutkins explained how Vogue integrates digital platforms without losing its signature voice. They adapt their content for platforms like Facebook, Twitter, and Pinterest, ensuring their tone remains consistent.

Interestingly, Vogue’s online presence wasn’t always as significant as it is today. Websites were once seen as “little sisters” to print editions. Today, the online team works hand-in-hand with print staff to create cohesive content.

Embracing Analytics

Digital content creation brings new tools, like real-time analytics. The team monitors their website to see what articles are trending, where traffic is coming from, and how readers respond. If a headline or topic isn’t performing, they adjust.

However, analytics don’t dictate content entirely. Instead, they shape how stories are presented. For example, readers might be curious about Gigi Hadid’s hair, but Vogue ensures their take is more than superficial. The challenge lies in blending trends with substance, maintaining Vogue’s authority while appealing to a broad audience.

Future of Print

While digital platforms are essential, there’s still something special about holding a magazine in your hands. Many readers crave both—the tactile experience of print and the instant gratification of online updates.

Vogue’s team recognises this balance. Their print issues continue to deliver detailed, timeless content, while their digital offerings serve as quick, accessible updates on the latest trends.

Vogue’s Legacy in Fashion

What keeps Vogue at the forefront of fashion? It’s their ability to inspire. The magazine preserves the creativity and exclusivity of high fashion, even as it adapts to modern demands. It avoids diluting its legacy by balancing accessibility with aspiration.

Fashion isn’t just entertainment. As Schulman pointed out, it’s a creative world people dream of joining. That’s why Vogue continues to champion quality and innovation over fleeting trends.

A Look Inside the Office

Surprisingly, Vogue’s office isn’t the high-stress whirlwind you might expect. Team members are calm, collaborative, and, as Chung observed, charmingly affable. Everyone seems to share a dedication to creating something exceptional.

From covers to coding, Vogue combines tradition with innovation to stay ahead in the fashion world. It’s a place where art and business collide, creativity flourishes, and new talent gets a platform.

Whether you’re dreaming of being an art director, an editor, or a photographer, Vogue proves that hard work, adaptability, and a touch of passion can turn that dream into reality.