Talking Fashion with Angelica Cheung of Vogue China

By Marianna Cerini

If American Vogue editor Anna Wintour has a reputation for being intimidating, then Angelica Cheung should be doubly so. As the editor-in-chief of Vogue China (the youngest to cover such a role for Condé Nast's glossy title), Cheung presides over a publication whose readership is greater than British, French, Italian and German vogue combined.

Since launching the title in 2005, Cheung has built from scratch one of the title's most dynamic and international editions. In the midst of a print media crisis that has pitted publishers against each other in a to-the-death fight for advertising ink, Cheung's magazine needs to continually increase editorial volume to keep up with advertising demands.

It is so popular in fact, that Cheung has been forced to add 12 supplements a year to the monthly publications. Then, of course, there are the rising number of digital products – iPad editions, WeChat subscriptions, mobile apps and the like.

"People have this image of me as 'daunting,'" she says, beckoning me to sit down, from behind her desk. "But once you get to know me, you realize I’m pretty nice."

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