In March 1994, Condé Nast announced plans to launch the inaugural Asian edition of Vogue magazine in Singapore, marking a bold expansion into a market that had never seen a dedicated fashion publication of its kind. The company had already established an administrative office in the city-state and intended to introduce an editorial team the following year, but until that time, the Vogue Australia Sydney office handled all editing and design tasks. Vogue Singapore was anticipated to start with a circulation of 15,000 to 18,000 copies and be sold at $3.70 per issue, a significant price point for the time. About the launch, Vogue Australia's editor Nancy Pilcher said that was probably one of the best places in the Asia Pacific to do business in, adding that Singapore is like a haven of fashion where every single label in the world is available. The magazine officially launched in August 1994 with the September issue, featuring actress Joan Chen on the cover under the theme East meets West. The initial print run was 35,000 copies for distribution in Singapore, plus 10,000 for Malaysia and 1,000 each for Brunei, Indonesia, the Philippines and Thailand. It was sold at $3.30 a copy, and the magazine was originally branded as Vogue Australia Singapore, signaling its regional identity rather than a fully independent local voice.
Economic Shadows and Closure
By 1996, The Wall Street Journal reported that Condé Nast Asia-Pacific would be suspending publication of its Vogue Singapore edition because of the slowing economy in the city-state. Then-president of Condé Nast Asia-Pacific, Didier Guerin, expressed that the magazine was no longer economically viable in such a small market unless they compromised the quality of the magazine. The report also noted that advertisers were withdrawing and print sales were dropping, creating a perfect storm that led to the magazine's demise. The January 1997 issue was the last one, going on sale on the 30th of December 1996, ending a brief but ambitious chapter in Asian fashion publishing. The closure left a void in the local fashion landscape, as no other publication had attempted to fill the gap with a high-end, international standard magazine. The decision to suspend publication reflected the challenges of launching a luxury brand in a market that was still developing its consumer base for such products. The magazine's short life span of just three years highlighted the delicate balance between global ambition and local economic realities.A New Era of Digital Fashion
In January 2020, Condé Nast announced the launch of Vogue Singapore to launch later this year with an English-language print issue, a website and presences on all relevant social platforms, signaling a return to the market after a 23-year absence. The magazine would be published under license agreement with Indochine Media Ventures, a Singapore-based media company that publishes regional editions of Robb Report and the Singapore edition of Esquire, among other titles. A print issue of Vogue Singapore would retail for around nine Singaporean Dollars, a price point that reflected the changing economic landscape and the value placed on digital and print media. The website would not be behind a paywall at launch, but speaking to WWD, Michael von Schlippe, president of Indochine Media, said he couldn't exclude including one down the road. Norman Tan assumed the position of Editor-in-Chief at Vogue Singapore in April, bringing with him extensive background in luxury publishing. Previously, he served as the Editor-in-Chief of Esquire Singapore for more than two years and was the founder of Buro Singapore in 2015. Tan holds a double degree in commerce and law from the University of Melbourne, a combination that would prove valuable in navigating the complex world of fashion and business.