The nepo baby who might just save Vogue
The appointment of self-proclaimed ‘nepo baby’ Chloe Malle as the new boss of American Vogue might have elicited calls of inherited privilege, but Malle is determined to use her connections to keep the magazine from becoming a vestige of the past.
Patrice Pandeleos, managing director of Seven Communications, explores how this built-in advantage can be turned into forward momentum for a struggling brand.
Chloe Malle is the daughter of famous actress Candice Bergen
Anna Wintour’s dark glasses and perfectly-angled bob once made Vogue feel like a fortress, insulated from the chaos beyond its editorial walls. That illusion has dissolved under decades of creeping irrelevance and the slow grind of monthly publishing cycles. The most celebrated print magazines face a digital landscape that moves faster than any production calendar, where even the most renowned cover titles risk vanishing from public attention as an imminent threat.
Enter Chloe Malle, Head of Editorial Content for American Vogue, grabbing the reins of arguably print media’s most iconic masthead. She embraces her self-proclaimed status as a ‘nepo baby’ and turns inherited privilege into cultural currency, using her networks to keep the magazine relevant to an audience that scrolls faster than it reads. To every brand watching, the lesson is unavoidable: what if every built-in advantage became a tool to propel forward instead of a cushion to fall back on?
Legacy won’t save you
Prestige and reputation offer no immunity in a culture where attention is measured in seconds. Brands that cling to outdated patterns risk being admired for past achievements, while losing their influence in discussions that shape the present. Some argue that leaning on inherited advantages undermines deservedness. In practice, legacy media operates in a far messier reality – survival demands converting credibility into content that matters now.
Vogue has experimented with digital storytelling for years, from Instagram-exclusive features to short-form video content (the 73-question YouTube videos were a personal favourite). Structural inertia, however, has restrained their impact. Malle’s appointment signals that heritage can guide experimentation, sharpen strategic decisions, and justify creative risk-taking as long as it is aligned with consumption habits. In the end, influence cannot be assumed- it must be actively exercised by brands.
Privilege as a tool, not a crutch
Magazines stuck in traditional publishing cycles cannot compete with the immediacy of digital platforms, where attention ignites fast and disappears even faster. Publications that fail to act risk becoming relics, admired for history but absent from the dialogue that defines fashion, art, and lifestyle today. Survival in this environment demands editorial courage, insight, and a willingness to experiment with how stories are told.
Malle’s transparency about her privileged entry rewrites the playbook for leadership in legacy media. Her mother’s cameo as a Vogue editor on Sex and the City (though probably not featured on Malle’s résumé) illustrates the kind of insider perspective that can accelerate experimentation and amplify diverse voices. Applied thoughtfully, it positions Vogue at the centre of the moments that define a generation obsessed with authenticity over tradition. By channeling privilege strategically, Malle can show how influence and innovation can be wielded to shape culture, while remaining attuned to its shifting currents.
Some may rightly question the fairness of nepotism, particularly when so many talented people are without Hollywood parents to get their foot in the door. Still, dwelling on unfairness gets you nowhere. Any organisation that can draw on its built-in strengths – networks, expertise, or insider knowledge – ultimately gains a competitive edge.
Print on the brink
Vogue’s relevance now hinges on moving decisively, applying insight with precision, and activating networks strategically in a fast-moving media landscape. Leadership is measured not by taste or tenure, but by the ability to anticipate trends, experiment boldly, and insert the brand into conversations as they unfold.
With Malle at the helm, Vogue confronts the challenge of transforming legacy media before its flagship titles are left to gather dust. Every move matters, and brands that leverage every advantage – including, yes, nepotism – stand a chance of shaping the future rather than fading into the past. This is a moment that calls for boldness, foresight, and recognition that the rules have irrevocably changed. For any brand navigating fast-moving markets, hesitation is the fastest route to irrelevance.
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