WhatsApp in Vogue

British Vogue is the first fashion magazine to begin using messenger app WhatsApp to alert readers of fashion news as it happens. They began testing the format last month at New York Fashion Week and have said the response has been ‘impressive’.

In an article announcing the WhatsApp account, Vogue told readers:

“Joining our group means we’ll message you as soon as the creative director of Dior is announced, or the Chanel catwalk pictures go live, or the Oscars dresses land on the site: no more scouring Twitter or relying on tabloids for your latest fashion fix.”




To get Vogue’s alerts on WhatsApp, users have to text ‘Fashion’ to Vogue, and then they’ll get all their alerts. This method of breaking news proved particularly useful during fashion Week where images from the Chanel, Saint Laurent and Alexander McQueen runway shows, were sent out under an hour after the collections were shown.

The magazine is following in the steps of The Huffington Post and BBC who have started using WhatsApp to send out full length articles and documentaries. The platform is a great way to engage with a younger audience but Vogue has said they are keen not to overload subscribers sending no more than two messages a day and to cancel the alerts users simply send ‘STOP’.

“We respect our readers’ use of WhatsApp as a channel typically used for communication with friends and family,” Louise Hutchings editor of Vogue.co.uk, told Digiday.com “So we have limited our posts to ensure we don’t flood users’ feeds, while still ensuring they receive breaking fashion news headlines straight to their phones first.”

Of course, WhatsApp is a great way to get a daily dose of style, but for in-depth fashion features and world-leading fashion photography, why not subscribe to Vogue with a 38% saving off the cover price?

Image courtesy of Vogue WhatsApp account