The poetry of data: Inés Lorenzo on Vogue España’s creative evolution
Head of Content at Vogue España, Inés Lorenzo has steered the brand through more than a decade of digital reinvention. Ahead of the FIPP World Congress in Madrid, she reflects on storytelling, transformation, and why Spain’s voice has never been stronger
Inés Lorenzo’s journey into fashion media began with an unexpected spark. “I started as an intern in my third year of college. Combining a student life with those early stages at a glossy publication was crazy and super exciting at the same time,” she says. “My two different lives collided when I met a Vogue fashion team shooting in Tunisia while on my end-of-year trip.”
Today, as Head of Content at one of Condé Nast’s most iconic brands, Vogue España, Inés says her role is constantly evolving: “It is not an easy role to define, except for the fact that success relies on strong organisation, ongoing collaboration with other countries and departments, and a relentless focus on efficiency,” she says.
The balance comes through what she calls ‘editorial intelligence’. For Inés, this means “a clear vision and highly selective awareness of the context, of what is happening, and of what’s coming next, blending creativity and journalistic instinct to deliver our best.”
Reinventing Vogue for the digital age
Inés has been part of Vogue España’s digital transformation from the beginning. “It’s been more than a decade of constantly challenging our narrative, looking for the best ways to translate the Vogue voice into the digital ecosystem,” she says.
Those early years, she says, required building “from the ground up”: “I was fortunate… At Vogue Spain, we embraced a start-up mentality, where taking risks was part of the process. I learned a lot by listening to our audience, too. I always like to say we created a perfect mix of data and poetry.”
That philosophy – blending analytics with creative instinct – has become a theme throughout her editorial leadership.
Reaching younger readers
Vogue España’s audiences have evolved alongside the brand. “Readers and audience are really into first-hand stories with a human and personal component now, and Vogue is no exception to that,” Inés says.
Trust remains a cornerstone: “They trust the brand and our editors, and are always eager to know about our vision on fashion and beauty, as well as culture and lifestyle.”
To reach them, Vogue has expanded across formats, with digital platforms now reaching millions of readers every month and driving new engagement particularly among younger audiences. “Now Vogue has all these different ways of talking to our audiences, whether it’s through social media, TikTok, print, or events, which are a huge part of what we focus on today.”
Redefining fashion media
For Inés, Vogue’s global prestige coexists with its strong Spanish identity. “We work on a legacy brand with a huge history of innovation – it’s quite natural for us to stay up-to-date, while having a deep respect for history and tradition, and our voice remains consistent by combining a global vision with strong and diverse local insights,” she says. “We are always grounded in the essence of journalism, as well as a deep, passionate curiosity, that allows us to evolve without losing our identity.”
That dual commitment – global and local – will shape her appearance at FIPP Congress in Madrid, itself a hub for creativity and culture. “We will discuss how Condé Nast Spain has approached the big transformation in the company. We became global, but were more local than ever, maintaining an even stronger local editorial voice, with a strong cultural impact.”
And when it comes to perceptions of the fashion press, she is unequivocal: “Quality, intelligence and taste are the new luxury; we are here to stay.”
