Vogue eyes 'digital natives' as it enters Middle East market

Vogue entered the Middle East market on Tuesday with Vogue Arabia, setting its eyes on a fast-growing luxury market Bain estimates will be worth up to $276 billion this year.

The publisher is starting with an online presence, in Arabic and English, with plans to introduce a print publication in the spring. Editor-in-chief Deena Aljuhani Abdulaziz is leading a team of 20 reporters that’s based in Dubai.

“The Middle East is one of the most misunderstood regions in the world,” said Shashi Menon, publisher of Vogue Arabia and CEO of Nervora, the digital media company that Condé Nast has entered into a licensing deal with to launch Vogue Arabia. Nervora’s editorial team, which previously ran Style.com Arabia, will produce the Vogue content from the region. Visit Glossy.co for the story.