How 100 years of Vogue has shaped creativity in Britain

This year marks 100 years of British Vogue. A trailblazer for creativity, the magazine's advertising has not only set industry standards but is actively sought out by audiences. Marketing asks four creatives to take a look back at the iconic fashion brand's last century.

This month alone sees the magazine feature 275 pages of advertising - the largest number in a March issue in the title's history.

"What is unique about it is the way that people consume it; you see somone reading Vogue and it's... amazing the way they pore over and devour the ads," said Sam Laub, senior creative, Atomic London.

After an initial clunky shift online, the Condé Nast title successfully relaunched its website and digital platforms in 2014 - and despite reports of ad-blocking being on the rise, a YouGov poll found that 82% of Vogue's target audience pay attention to the ads featured on the site.

"When Vogue embraced digital format, it retained creative control of the ads," said Jo Arden, head of creative strategy, 23red. 

"That's stood them in good stead for being one of the magazines that people will still turn to across whichever device they use."

Vogue 100: A Century of Style, an exhibition at the National Portrait gallery showcasing key moments in the magazine's history, is open until 22nd May.


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