Vogue China launches an open casting call to find the September issue’s cover star

Vogue China has launched its “Vogue New Face” initiative – an open casting call for its September cover star, the first under the direction of new editor-in-chief Margaret Zhang.

The brand will host a pop-up casting event in the city of Chengdu on August 7. Those wishing to take part must first sign up via the VOGUEclub app.

Talking to Chinese publication Sixth Tone about the campaign, Zhang said: “We don’t have to live up to other people’s standards. Not stepping on traditional paths, not following archaic rules, and having one’s own views and consciousness is the most needed quality of this generation.”

“No matter what gender, body size, or cultural background they have, every fashion lover who dares to dream could be seen in the pages of Vogue China.”

China Daily wrote: “If you are bold and fun, take this opportunity for a chance to appear in Vogue.”