As you may have heard by now, Eva Chen has replaced Brandon Holley as the new Editor in Chief of Lucky, effective immediately.
Chen’s appointment followed her being brought onto Lucky by Conde Nast artistic director Anna Wintour as a consulting editor, to help save the failing magazine.
According to the trade, Holley wasn’t on board with Wintour’s new vision for the magazine. Wintour, who brought on photographers like Patrick DeMarchelier and cover stars like Blake Lively, intended to make the shopping magazine more aspirational. Holley wanted to hold onto Lucky‘s scrappy, relatable tone and affordable market stories.
Chen had been put in place as Wintour’s conduit, to help see her vision through when she wasn’t there.
WWD reports, and we’ve also heard, that Wintour–whom Holley had specifically asked for help early on–had a very strong presence at Lucky, even attending run-throughs.
“There’s not much room for discussion” when Wintour’s involved, a source told WWD. This is also just kind of a widely known/assumed fact.
Chen was presumably more on board with seeing through Wintour’s vision.
As for the future of Lucky, a Conde spokeswoman told the trade that “Wintour has always believed that the fashion content of Lucky should cover a wide range of prices,” and declined to comment on whether it would go online-only, as many have speculated.