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Vogue's Latin American Push

Vogue is looking to expand its Talents Corner and Who’s On Next designer support and contest programs in Latin America.

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VOGUE’S LATIN AMERICAN PUSH: Vogue is looking to expand its Talents Corner and Who’s On Next designer support and contest programs in Latin America with a view to rolling them out in Peru, Chile and Panama in three to five years.

“We are in discussions to launch our Talents Corner as part of Peru Moda next year,” said Kelly Talamas, the magazine’s editor in chief for Mexico and Latin America. “And depending on how the Talents Corner goes, Who’s On Next could also go to Peru next year or in 2016.”

Simultaneously, Vogue wants to deploy Who’s on Next in Colombia, where it has operated the Talents Corner as part of the country’s fashion week Colombiamoda since 2012. “Colombia has always been one of the most important Latin American countries in terms of fashion,” Talamas said. “Colombians are very fashion forward and they wear local designers’ clothes.”

Buoyed by a booming fashion industry, Vogue last year launched local pages dedicated to Colombia, including designers and socialite profiles among other tailored content. Colombian First Lady María Clemencia Rodríguez also appeared on a Vogue Latin America cover.

The actions come at an auspicious time for Vogue, which is celebrating 15 years in the region. Monthly circulation for Vogue Latin America and Vogue Mexico stands at roughly 298,000 and 74,000, respectively. The magazines have a 3.5 million multiplatform audience, according to spokeswoman Karina Balderas.

Talamas said Chile is a also an interesting market for Vogue’s designer-development programs, though she noted a rollout may not occur until 2016 or 2017. Panama is also an attractive long-term market. In Mexico, Vogue is working to expand Who’s on Next to include accessories. This year’s winner, Mexican designer Francisco Cancino of the Yakampot brand, received a 500,000 peso ($38,000) award to help launch his label abroad. He competed with more than 60 designers, up from 38 last year.

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