The TRUE AFRICA 100 is our list of innovators, opinion-formers, game-changers, pioneers, dreamers and mavericks who we feel are shaping the Africa of today.
Chioma is the fashion news director of vogue.com. Chioma has previously worked at The Evening Standard, TRACE and as style editor at The Fader after completing a degree in English and French literature at Manchester University. Chioma talks Vogue, digital media and strong women.
How has the shift to digital affected the way you approach stories?
The shift has made it possible for us to take the temperature on fashion every single day. There’s a sense of immediacy and urgency in digital media and reacting to that quickly, in fun and unexpected ways is important.
We’re always thinking about what will make for engaging and shareable content.
I think the medium allows us to tell stories in different ways, too. Video and moving image are super important – people are constantly catching up on news on their phones, so we’re always thinking about what will make for engaging and shareable content.
What is a typical vogue.com story that you find particularly interesting?
We recently filmed an up-and-coming model named Bhumika Arora. She’s gorgeous, she’s Indian and she’s living in New York. She told us she was celebrating Diwali. So we thought, well, why don’t we do a video of her at Diwali in Queens, New York.
It was a beautiful celebration of East-meets-West. Those are the kind of stories that speak to a global audience.
Who is your African of the year?
Chimamanda Ngozi Adichie is someone that I always look up to. Obviously, Beyoncé referenced her TED Talk in a song, but it’s the way she unpacks what feminism means from an African perspective that really resonates with me.
Women are often the strongest, always the backbone of their society there.
Going to Nigeria, and seeing all of my own family, it always struck me that women are often the strongest, always the backbone of their society there. That for me, and Chimamanda weighing in as an African woman, is very powerful. You must read Americanah.
Follow Chioma on Instagram @nnadibynature
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