Rocco Liu has been named editorial director of Vogue China, publisher Condé Nast confirmed. The top job was last held by Margaret Zhang, a divisive figure who departed the magazine after three years as editor-in-chief.
Liu joined Condé Nast China in 2009, working his way up the ranks of GQ China from the role of editor to social media director. He became editorial director of the men’s fashion title in 2021 after serving in the acting role for around a year. A former English teacher, the digitally savvy editor has been credited with the success of GQ Lab, an online sub-brand that launched on WeChat before expanding to other social media platforms including Xiaohongshu and Bilibili.
“I have long admired everything Rocco has done at GQ,” said Anna Wintour, global chief content officer of Condé Nast and editor-in-chief of American Vogue, in a statement. “He has great instincts for creating stories that live on new platforms, that find new audiences, and for imagining events that get people talking. In all the work he’s done with us, he’s been super creative, ambitious and has proven that he knows how to make an impact.”
Condé Nast, which publishes Vogue China under a copyright cooperation partnership, will be looking to Liu, a Chinese mainlander and familiar face at the company’s Beijing unit, to steady the ship after Zhang’s controversial three-year tenure.
Reception to Zhang’s work was mixed. Critics accused the Australian-born influencer of not having a deep enough understanding of the Chinese market while fans celebrated what they saw as the fresh perspective of a youthful outsider. Zhang succeeded Angelica Cheung, Vogue China’s founding editor who resigned in 2020 after 15 years in the job.
Liu, who holds a Bachelor’s degree in English language and literature translation from Beijing Foreign Studies University, will be responsible for the Vogue China brand across all platforms and events, with immediate effect. Known locally as Liu Chong, he is the first male to lead the women’s fashion publication in China. His successor at GQ China will be named at a later date.
Learn more:
Margaret Zhang to Exit Vogue China
Condé Nast said it is searching for a successor to take over after Zhang, whose appointment never became less divisive.
