Since it began to expand its online video presence back in March, Conde Nast has been busy building channels for its most popular publications. It first beefed up Glamour and GQ, then debuted Vogue and Wired shortly after new fronts. The next Conde publication to get its own YouTube home is Vanity Fair, as the storied mag has premiered a channel centered around its culture-driven content.
Vanity Fair’s initial slate includes four original series, each of which has posted a trailer and debut episode. Vanity Code will give viewers tips on how to act in unusual social situations, The Snob’s Dictionary will teach people how to act like a total know-it-all, @VFHollywood with Krista Smith will feature interviews with notable Tinseltown celebrities, and Eminent Domains will highlight significant New York City cultural landmarks.
Of these four, only @VFHollywood had previously posted episodes on YouTube. Out of the new shows, I was most partial to The Snob’s Dictionary and its mocking tone.
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Existing Conde Nast channels have done a great job of tailoring content to their existing audiences without getting too hyper-specific, and Vanity Fair is no different. The four original series are completely different from one another, but are also united by a singular overarching theme (culture) and a shared whimsical style.
“Our goal is to bring Vanity Fair to life in a new medium,” said Vanity Fair editor in chief Graydon Carter. “If we do it right, these videos will be smart, entertaining, and a little bit unconventional.” So far, so good.
