Source: TrendWatching
Vogue and Vice announced this month they will partner for Project Vs, a 100-day collaboration featuring content from both publications.
Set to launch in 2018, Project Vs will center around a new theme every week and include coverage of social issues and cultural figures. Editorial teams from each magazine will converge for the initiative, which uses the tagline “because opposites attract”. And despite the platforms’ seemingly disparate voices, both (according to Anna Wintour) are “fearless and breathtaking.”
As the alleged Devil in Prada herself acknowledges, this is a pretty unexpected collaboration. The brands have little in common besides their first letter. Vogue is the polished and esteemed high fashion Bible, while the hipster-geared Vice documents the grittier side of life.
But there’s much to be gleaned from the union of these media powerhouses for your own partnership strategy. Could you team up with your company’s ‘opposite’ in the industry? According to TrendWatching, doing so is a great way to reach new audiences who might otherwise not engage with your brand. Plus, in a painfully polarized landscape, collaboration is a relief.
Important to note is that TrendWatching is not saying you should adopt a brand message that’s the antithesis of your own. “Project Vs is only running for 100 days. It’s a fling, not a marriage,” reads the statement from TrendWatching.
