Vogue will return to the Netherlands in 2022 with a new publisher and a new formula. Bloom Publishing, the boutique publishing house of magazine maker Maire Nanette Schaepman, will be responsible for print and LINDA. will be responsible for online and social media of Vogue NL.
Vogue was published by Hearst from 2012 to May 2021. But after a major reorganization, it was decided to discontinue Vogue’s publishing license. Now magazine maker Marie Nanette Schaepman is taking the initiative to put Vogue back on the market. Schaepman is the owner of Bloom Publishing and an old acquaintance in the business. She was also one of the founders of the glossy’s JAN and Vogue Living. Media brand LINDA. takes care of all online and social activities for VogueNL. Together, these two publishers are responsible for Vogue in the Netherlands. Schaepman becomes founding editor of Vogue NL. The new editor-in-chief will be announced at a later date.
Small boutique publishing house
Schaepman says: “I am incredibly proud that with our small boutique publishing house, the smallest of the 27 countries where Vogue is published, we have gained the trust of Condé Nast to bring the most beautiful and strongest title in the world back to the Netherlands. Through the collaboration with LINDA. we see the opportunity to become the largest high-end community in the Netherlands, in print and online. Jildou and I have known each other for a long time, but had never worked together. We are very excited to embark on this adventure together.”
join hands
Jildou van der Bijl – creative director LINDA.: “I think it’s great that the two strongest women’s brands in the Netherlands are joining forces in this way. With the accumulated knowledge and experience at LINDA. in the field of online content, social strategy and digital distribution, and the print team led by Marie Nanette, we can grow the world-famous Vogue brand in the Netherlands. We will therefore expand at LINDA.nl with a team that will be responsible for Vogue.nl.”
It is of course no coincidence that the current editor-in-chief of LINDA., Karin Swerink, has been editor-in-chief of Vogue NL for many years and was also involved in the launch in 2021. Swerink made the switch from Vogue to LINDA in 2019.
Long history of Vogue in the Netherlands
Markus Grindel – Managing Director, Global Brand Licensing, Condé Nast: “Vogue and the Netherlands have a long shared and successful history. We look forward to working with Bloom and LINDA. to continue that history and further strengthen Vogue’s position as a leading fashion magazine in print and online, socials and video.”
Schaepman plans to create a new formula for Vogue. With a new editorial approach, each issue of Vogue NL gets its own theme. What is unique about this is that photography, styling and journalism are completely in our own hands. All content is fresh, new and exclusively produced. Vogue.nl and the associated social channels will go online from January 1, 2022. The first Vogue magazine will be published in February 2022.