Then how does Vogue Netherlands differ from all of the other Vogues?
We produce content for the Dutch market and the Dutch reader, so everything is in Dutch. Something that works in the States doesn't necessarily work in the Netherlands. For instance, Vogue.com is acting like Taylor Swift with Tom Hiddleston is the biggest news ever. Here it does okay for us, but it's not the biggest traffic generator. Instead, our readers are more interested in the lives of Dutch supermodels.
Where does Vogue Netherlands shoot most of their editorials?
Around the world. Paris, New York, Los Angeles. I remember shoots in Indonesia, Spain, and Aruba. Also here in Amsterdam, or at the beach in Zeeland. So really all over.
Then since Vogue Netherlands is a fashion news site, how does that dictate the content that you produce?
We start really early in the mornings looking for news. Anything from a designer leaving a fashion house to a new campaign with a supermodel, so that's really our core but we don't depend on it.
We also create other content, for instance, it's now summer and people just want to know what can you do in the city, what's out there, how can you get on your bike without having a sweaty face. So all kinds of stuff, but our core DNA is fashion news. We get a lot of exclusives from PR agencies. They'll contact us and say, "This is coming up. Do you want to be the first one in the Netherlands?" That's really what we strive for, to be the first and the best.
What are some of the challenges and benefits of working with a newly founded magazine but with such a historical significance?
I think the historical significance is amazing because I just feel privileged every day to be working at Vogue. It's such a beautiful brand. They do amazing stuff, but I think it's really fun to work here in the Netherlands because it's so young. We're still “in puberty”. We can just experiment, you know? There are maybe less rules. We're still learning.
Also, the team is smaller because I know the online team at Vogue US is like fifty people, and here it’s two editors, two interns, and one freelancer, so five. I think because of that, there's not as much hierarchy. I can walk into the editor in chief's office and ask a question.
It's so lovely to talk with you and to interview you because in New York it's so intense whereas here things sound just a bit more relaxed.
Definitely. I feel like at Vogue we're really lucky with the editorial team that we have, and the way that we work. The editor in chief is definitely the boss, and she's so good at what she does but also if a fashion assistant would want to pitch an idea during a meeting, everyone would listen to her. Everyone is taken seriously. The fun thing about having a small team is if I say tomorrow, "Okay, I want to write about this or about that," my boss will probably just say, "Okay, go do it."