Condé Nast has launched “them”, a new multi-platform media brand catering to the LGBTQ community. This is the first independent brand brought out by the U.S. publishing giant since the 2007 debut of Portfolio magazine.
Catering to the LGBTQ+ community, them will be headed by Philip Picardi, 26, previously digital editorial director at Allure and Teen Vogue. The project is being steered by Anna Wintour and Pamela Drucker Mann, chief marketing and revenue officer. The aim is to offer a unique, forceful narrative experience with coverage of LGBTQ news, politics, not to mention ungendered fashion and beauty.
“If I’ve learned anything from my time at Teen Vogue, it’s that young people are dominating our culture and they’re going to shape it in a way that we really weren’t expecting, particularly in matters of gender and sexuality.” – Philip Picardi, talking to Business of Fashion.
Partners for the launch, slated for end October, include GLAAD (formerly the acronym for the Gay and Lesbian Alliance Against Defamation), Google, Lyft and Burberry.