The Frame is a new beginning: together a metaphor and the trademark of the new Vogue.it. The lens to explore the new digital Vogue, dictating its own frame on the World.

Design Idea is about a new look and feel that needs to be bold, amazing, cutting edge and uncontainable, together with a sense of freshness and ease that readers expect from publisher websites. A synthesis where design defines a new universal visual language for the brand: from new typography and iconography, to article page design, every element is examined through the Vogue Italia way. Highly customizable templates allow variety in visual browsing (video, photos, social widgets…) and enable the editorial team to better articulate its rich storytelling, encouraging creativity and allowing the content determine the layout. Optimized article pages and photo galleries address for different consumptions, from passive browsing and “snacking” contents to digging deep into Vogue content architecture.

With an incredible time-to-market, the implementation of the website required a total time of four months from November 2015 to February 2016, starting from the creative idea to the development of the sections and content, to the go live. Brainstorming, workshops, meetings were crucial in the process, with the intent to set a continuous connection between the editorial team and the product lead, then down to all business unit, from marketing, to advertising to IT. Site is running in WordPress with a customized version developed internally by the Condé Nast’s Devops teams, ensuring the successful handoff. The execution of the project has been focused on the release of the new main site, with attention to the harmonization of all Vogue-related digital extensions, such as Vogue Talents, a “talent generated platform“, and Vogue Archive, the full complete archive system with more than 200.000 pages from the first copy printed in 1964.

Launched just before Milano Fashion Week FALL/WINTER 2016/2017, the new Vogue.it is live from 22th February 2016. Results are strong and immediate: Vogue.it hits the record of 3 Million Monthly Users (+60% year to year), with growth in all main engagement KPIs, with extraordinary peaks of + 50 pageviews per visits, more than 500,000 video streamed and 5 minutes per session for fashion shows coverage. The total social fan base reaches 4,4MIO people, of which 2MIO are following the Facebook page, and the rest Instagram, Twitter, Google+ and all the main social platforms, together with the fans and followers of the social public profiles of The Editor in Chief Franca Sozzani. From the sales perspective, the site is fully booked, KPI performances for advertising (viewability and click rate) are growing at +35% rate versus previous site. Vogue.it is already featured on siteinspire.com, point of reference for the web design worldwide.