Vogue added a Scandinavian branch over the weekend, and the world-famous fashion magazine launched with a famous Swede on the cover — 18-year-old Greta Thunberg.
In a cover story headlined “The Wonders of Greta Thunberg,” Vogue sung the praises of the climate-advocate teen and dubbed her the “most recognisable activist in the world” and “the voice of a generation.”
“Not only is she a singular Scandinavian figure and force of change, she also embodies the love of nature, pursuit of sustainability and unabashed fearlessness that is at the core of our vision,” Vogue Scandinavia Editor-in-Chief Martina Bonnier wrote in her first editor’s letter.
In the interview, the teenager known for her vicious stare and rants against the older generation blaming its inaction on climate for depressing her generation describes growing up in the spotlight.
“One second I’m controlled by my parents, I can’t think for myself; the next second I’m an evil manipulative little child,” she said. “These theories don’t match, and that’s also the fun of it.”
The Thunberg interview and the other articles posted on the site Monday evening all appear to be in English.
While Vogue was long known for featuring sex symbols and high fashion on its cover, putting an 18-year-old non-model is consistent with its Scandinavian brand strategy, an executive with Vogue’s parent company said.
“Scandinavian fashion companies have also been important drivers of the global conversation about fashion, sustainability and climate change,” Wolfgang Blau, global chief operating officer and president at Conde Nast, told Vogue Business.
Ms. Thunberg herself shared her cover on Twitter and promptly bit the hand that fed her.
“Many make it look as if the fashion industry is starting to take responsibility, spending fantasy amounts on campaigns portraying themselves as ‘sustainable,’ ‘ethical,’ ‘green,’ ‘climate neutral’ or ‘fair.’ But let’s be clear: This is almost never anything but pure greenwash. You cannot mass produce fashion or consume ‘sustainably’ as the world is shaped today. That is one of the many reasons why we will need a system change,” she wrote over two tweets.