“I ask myself, ‘Why would someone buy Chinese Vogue?’ That’s easy: they read it to find out about that market. Fine, but why would anyone buy Italian Vogue? They wouldn’t–only Italians read Italian. And I love Italy and am very happy to be Italian but I always knew we would have to speak to the rest of the world, and the way to do that was through images. That it was the way to get attention: to push concepts through pictures that other countries would not do. Today, all our language is visual, and that seems normal. But when I began [in 1988, the magazine was]…a catalogue of Italian brands. And very well-organized. Every month you start with the Armani story, then the Krizia story, then Versace, then Ferragamo…but I changed everything: the graphics, the photographers.”
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