I have a background in Spanish linguistics, and then I moved to art history and lived in Spain for a bit. After I came back to Amsterdam and started working at an art gallery, which I loved, but I missed fashion.
So I started studying fashion design in a really theoretical way while I was getting my masters. I ended up getting an internship at Vogue Netherlands for production, so something completely different. That's producing fashion shoots and helping the fashion producer with everything. After two months the assistant of the editor in chief left, so I got to fill in her position. Then last year the position of Digital Editor was available, so I grabbed that opportunity, and I just moved up in the company. I got really lucky.
Yeah, that's amazing. When you were assisting the editor in chief, what was your day to day?
It was really just assisting her in her every need, her agenda, her appointments. I also was assisting the whole editorial team in their tasks.
Why did you go into digital?
I actually never really thought I'd want to work in digital. Before this job, I was completely oblivious to all the digital trends. But I just love working really hard at full speed because otherwise, I get bored.
My role now compared to when I started a year ago is completely different because the whole digital landscape has changed. It's constantly changing, and I love the speed of it. Now I'm more tech savvy, but I think it was my drive for producing content and doing it in a snappy way that got me motivated to get to know more about the digital world.
Yeah, so I’m one of the two digital editors. We're responsible for all the content on Vogue.nl and all of the social media channels. Since Vogue.nl is a fashion news website, we produce a lot of news articles and social media posts on a daily basis. I think between the other editor and me, I'm more the content maker, and she's more of a coordinator and manager of the team.
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 [American] Vogue 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.