Eugénie Trochu spoke to Les Echos about Vogue France’s new strategy

The Vogue team in France has had a busy few weeks. Vogue Paris celebrated its 100th anniversary and the November issue – the first under the new leadership of Eugénie Trochu, Head of Editorial Content – saw the brand renamed to Vogue France.

Trochu spoke to Les Echos about the decision to rebrand Vogue Paris – a name which the brand has had since September 1951 – to Vogue France.

“In the fashion world, not coming from Paris has long been considered a weakness. It is today a force. The provinces have this openness, this simplicity, we are more accessible,” Trochu told Les Echos.

Journalist Florent Vairet for Les Echos explains that Trochu “now wants Vogue to speak more in Marseille, Lille or Nantes. This is why if the magazine has lost ”Paris“ in its title, it has gained the word ”France“.”

On her Vogue France team, Trochu said: “I have a team that is like family. Almost all of us arrived as writing interns. We trained together. They trust me, I trust them.”

The first issue with the new Vogue France name stars French singer Aya Nakamura on its cover. “I want to change the image of French women so that everyone recognizes themselves. Aya Nakamura is a personality who speaks to everyone. Here, she has been transformed: she is chic while remaining herself, an accessible figure who embodies the French woman,” Trouchu explained in the interview.

This article was published by Les Echos. Read it here.