A video from Anna Wintour, U.S. Vogue’s editor-in-chief, and Vice co-founder Shane Smith showed the pair describing each other’s publications, with Wintour using words such as “bros” and “tattoos,” to describe Vice, and Smith listing “eye creams” and “runways” to talk about Vogue.

“Vogue and Vice may appear to some to see the world through different lenses,” Wintour, who is also Conde Nast’s artistic director, said in the statement. “But, in my view, both are fearless and breathtaking, with unquenchable curiosity and vigor.”

The partnership was announced at Omnicom Media Group’s Final Front media sales event. Conde Nast will lead advertising for the collaboration under Vogue Chief Business Officer Susan Plagemann.

Vice Media was recently valued at $5.7 billion following a $450 million investment from private equity firm TPG.

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