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British Vogue has launched Vogue Values, an editorial and social initiative that aims to explore the power of fashion as a force for cultural progress, transformation and inclusion.
“Vogue Values is about redefining who gets to be seen, heard and celebrated in fashion,” says Chioma Nnadi, head of editorial content at British Vogue. “The goal is not just to talk about change, but to help drive it — in wardrobes, workplaces and communities. This is an important moment for British Vogue to recommit to creativity with conscience, and to ensure the people shaping the future of fashion reflect the world as it truly is.”
The year-long project was developed in partnership with Ebay and Nike. Vogue Values will offer storytelling in the form of editorial features, social-first video content, events and more across four pillars: sustainability, women’s health, equitable access to creativity and representation across the fashion industry. British Vogue will use the opportunity to spotlight a dynamic roster of talent spanning fashion, entertainment and culture, each of whom bring a unique perspective on what inclusivity, empowerment and self-expression mean today, and how fashion can be a vehicle for change.
“Vogue Values reflects Ebay’s commitment to making fashion more circular, conscious and culturally relevant,” says Kirsty Keoghan, senior director of European fashion at Ebay. “Over the past few years, we’ve worked to shift perceptions — reframing pre-loved not just as accessible, but as aspirational and style driven. This initiative mirrors a broader shift in fashion, where sustainability, inclusivity and creativity are becoming essential. As a leader in pre-loved fashion, Ebay is proud to stand alongside Vogue in driving these conversations, and in using both industry influence and editorial storytelling to create meaningful change.”
The project is the latest in British Vogue’s efforts to spotlight diverse voices in fashion. Vogue Values will launch with its inaugural campaign, ‘Fashion is for Everyone’, featuring ambassadors including model Jourdan Dunn. British Vogue’s July edition includes a personal essay written by Dunn about the discrimination, limited representation and self-doubt she experienced in her career, and how she persevered despite the setbacks.
The campaign was created in collaboration with two charities: Smart Works, which provides clothing and coaching to women for job interviews and workplace success, along with Give Your Best, a platform enabling direct clothing donations to women who are refugees and seeking asylum. British Vogue says both charities demonstrate how “fashion can serve as a powerful tool for transformation and empowerment”, epitomising the Vogue Values mission.
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