Margaret Zhang, the youngest EIC of Vogue magazine. Photo: Weibo

Margaret Zhang, a Chinese-Australian fashion blogger, has been appointed as the editor-in-chief (EIC) of Vogue China at the age of 27, making her the youngest EIC in the history of Vogue magazine. 

"Her international experience, exceptional multi-platform digital expertise and wide-ranging interests are the perfect combinations to lead Vogue China into the future," said Condé Nast's chief content officer Anna Wintour. 

According to the Condé Nast announcement on Wednesday, the Post-1990 Generation EIC will be responsible for taking Vogue China in a creative and sustainable direction by combining her new media skills with her fashion sensibilities. 

"Zhang will be responsible for developing new and innovative ways of connecting Vogue China with communities, and elevating creative and design talent, whilst integrating issues of sustainability and inclusivity at the core of the brand," said Condé Nast. 

"Today's fashion world cannot be separated from new media and technology. Social media and livestreaming platforms are far more efficient ways for people to see and buy goods. Technology in the fashion industry can really give it new possibilities and resolutions. For example, if combined with science, it can both help with the sustainability issue that makes the industry notorious and highly criticized," said Chang, who has also worked as a fashion marketer, told the Global Times on Thursday. 

By appointing Zhang to help with its plans to develop a "new media success formula," Vogue, the highly reputable fashion magazine founded more than 125 years ago in the US, is restyling itself according to the burgeoning digital culture of today. 

"I think this is why she got this job. It doesn't matter how old she is, and what major she had at university, she has the qualities that Vogue now is looking for - a person who knows how to do new media promotion and understands the young people these platforms pursue," Nikki, a fashion blogger based in Shanghai, told the Global Times on Thursday.  

"Hiring her shows the old magazine is self-rejuvenating. Hopefully there will be not just unattainable luxurious stuff but also some cutting-edge stuff that shows a forward-looking attitude and interesting contents that focuse on global issues instead of just China's domestic fashion sector" a Vogue China fan in Shanghai told the Global Times on Thursday. 

"I think Vogue China has an immense platform to introduce those individuals not only to the world but to its own citizens. There's a huge opportunity to champion local talent — in film, music, and the fine arts, in addition to fashion — and bring it to a global stage because it's such a recognizable brand and so trusted," said Zhang in Vogue's statement on Thursday.