Launching Vogue Singapore (B)

In April 2020, just days into Singapore’s COVID-19 lockdown, Bettina von Schlippe, publisher of Vogue Singapore, faced a defining moment. Originally planned as a grand, in-person launch, the magazine’s debut was now in jeopardy because of the global pandemic. With traditional luxury events no longer viable, Bettina and her team had to rethink their strategy. Should they postpone, risking lost momentum, or pivot to an unprecedented digital launch? Beyond logistics, deeper questions emerged—how could Vogue Singapore remain relevant in a world undergoing profound changes? Could it balance glamour with responsibility, escapism with purpose? Sustainability also loomed large, forcing a reconsideration of fashion’s environmental impact. This case explores the dilemmas faced by Vogue Singapore as it sought to navigate crisis-driven disruption, redefine its identity, and carve a meaningful role and purpose in an evolving industry.