The gap between high and low culture is clearly becoming less distinct, with millennial audiences constantly redefining what it means to engage with brands at all levels. Vice and Vogue are obviously at the opposite ends of the publication spectrum but, have both become renowned voices and names within the cultural world.
Vice represent a distinctly cynical, left leaning millennial take on world news a personal issues, garnering a rep for cutting edge content that embraces the underdogs, artists and quieter voices that often go unheard. Vogue, on the other hand scream couture and Cosmopolitans – a lifestyle that seems out of reach and quite frankly, unheard of for Vice’s young audience.
They say opposites attract, and that’s exactly what the upcoming collaborative effort between the two juggernaughts will entail.
The project, launching in 2018 called ‘Project Vs‘ will contain ‘videos, photos, long-form stories, and more with content produced from a dedicated team of both Vogue and Vice editors’. Think weekly themed video and written content that fuses the ethos both brands offer. Sound like total syngery? Or a clusterfuck in the making?
“In my view, both are fearless, breathtaking, with unquenchable curiosity and vigor. This collaboration will benefit from two talented editorial teams working together to produce relevant and exciting stories about the way we live now” said Anna Wintour, the iconic brains the behind the Vogue empire.
Is this another case of outdated authorities harpooning youth culture? In a year that’s seen collaborations like Louis Vuitton x Supreme and Kith x Coca Cola come to forefront, it seems to be following a very Vogue’s exclusive attitude doesn’t immediately align with Vice’s famous renegade vibe – but that’s exactly what they’re looking to tack onto.
In a world where bootleg Gucci t-shirts are the norm and streetwear drops are making their way onto the runways of New York fashion week, Vogue can no longer ignore this realm of the cultural world.
Young guns like Kith, Vice clearly aren’t worried about de-valuing the integrity of their brand and alienating their audiences through associations with big corporations – brand savvy millennial consumers are almost too clued-in and recognise the mutual benefits behind collaborative efforts like these. This could make for some interesting content to say the least…
Is this another case of brand collab mania? Suss the upcoming Off-White x IKEA rug.
