In a significant move for fashion media, Brandon Tan has been appointed as the fashion director for two of the most recognized youth-oriented brands, Cosmopolitan and Seventeen. This transition marks the first key hire by Willa Bennett, the recently appointed joint editor-in-chief of the publications. Tan’s tenure will officially commence on November 11, 2024.
Tan expressed his excitement about this new chapter, stating, “To be developing the style direction for two media brands that reach such a massive youth audience is an incredible opportunity. As someone who grew up with an inherent penchant for clothing and style, it’s a role I’ll not only take seriously but one with which I will have so much fun.” His appointment aligns seamlessly with the mission of both publications to connect with a younger demographic, showcasing fashion that resonates with current trends and societal influences.
Before joining Cosmopolitan and Seventeen, Tan honed his talents as the fashion editor for GQ’s US and international editions over the past three years. In this high-profile role, he was responsible for styling notable features and shoots that defined contemporary men’s fashion. His portfolio does not merely reflect a series of successful collaborations; it embodies a deep understanding of global fashion narratives. Tan’s career trajectory includes working as a stylist for prominent brands like Nike and The North Face. His experience also features contributions to renowned fashion magazines such as i-D and W, showcasing his versatility across different media formats.
The appointment of Tan brings a fresh perspective, especially as he gears up for his debut cover with Cosmopolitan, scheduled for the magazine’s first issue of 2025, set for release in February. This issue promises to reflect contemporary styles and trends shaped by Tan’s vision. His skill set is expected to enhance the publications’ existing fashion narratives while appealing to the evolving tastes of the youth audience.
Willa Bennett, now overseeing both magazines, has a robust role in defining their content strategy. In her position, Bennett is tasked with orchestrating editorial direction through various platforms, including print, digital formats, social media channels, and video content. The synergy between Tan and Bennett heralds a new era for these iconic brands, particularly as they aim to innovate in the crowded landscape of fashion media.
The significance of this appointment cannot be overstated. With the ongoing shifts in fashion dynamics and consumer preferences, brands must adapt to stay relevant. The dual focus on both print and digital content is imperative for engaging younger audiences, as research continually demonstrates that Gen Z and Millennial consumers are increasingly looking for authentic and relatable fashion communication.
Real-world examples reinforce this strategy. Brands that have successfully merged digital and print strategies—such as Vogue and Elle—have seen significant increases in their subscriber bases and social media engagement. Their emphasis on diverse content that resonates with their audiences proves to be a catalyst for growth and innovation. Tan’s background suggests he will bring a similar approach to Cosmopolitan and Seventeen.
In conclusion, Brandon Tan’s appointment as fashion director signifies a pivotal moment for Cosmopolitan and Seventeen, as they look to enhance their editorial offerings and deepen connections with youthful audiences. With Tan’s extensive experience and keen understanding of fashion trends, coupled with Bennett’s strategic oversight, the two brands are poised to redefine their presence in the ever-competitive fashion media landscape.
