Nana: Fashion has infinite possibilities, and new power is born from it. As a carrier of culture and times, fashion encompasses everything. From trendy to traditional culture, from celebrities, idols to everyone’s daily life, and from West to East, it is our discourse, our power, our time. Through Asian Voice, we hope to spread the local Asian fashion culture to the world by moving cross languages and borders.
How do you define Luxury?
In the world of #Legend, from the very first day, the message of “Luxury Fast Forward” has already deeply ingrained into this magazine’s DNA. Now, although upcoming generations and social media are changing the definition of “Luxury,” #Legend will continue to provide us with every aspect of “Luxury” in a broad sense, including craftsmanship, brand stories, niche trends. Just like a bridge between old and new, it is their mission to bring together the best of both worlds and pave the way for the evolving luxury industry.
This time, ASIAN VOICE has the opportunity to have a cross-talk with the editor-in-chief of #Legend, Zaneta Cheng, to discover the editorial story behind #Legend and the fashion scene. Besides, you only need to read a small paragraph to realize what a passionate thing editing is for Zaneta.
In an era where information is easily accessible, and life is fast-paced, even 10 minutes can be a luxury to someone. But why not give yourself a break and have a cup of coffee, enjoying the story behind #Legend with ASIAN VOICE.
You had a distinguished career as an editor before taking on the role of editor- in-chief of #Legend. How did your past experiences influence your career trajectory within #Legend?
Zaneta: I feel like I entered the media scene in Hong Kong at a time when the glory days of media were starting to fade. When I first started here about 8 years ago, all I heard was how the glory days are gone; it used to be so great, this and that.
At that time, the teams were huge. Today, looking back, all the journalists for luxury lifestyle magazines like ours had been there for 15 to 20 years, hardly anyone moved, they were like fixtures. Each person had their own beat; fashion covered fashion, beauty covered beauty, and jewelry covered jewelry. People delved deep into their areas of expertise, and there was little concern for anything else. However, as closing time approached, everyone would be stressed out. After closing the magazine, you’d finally get a break. But by the time I showed up, those days were long gone; budgets were being cut, and the specialized teams were no more.
So, I started as a fashion writer and assisted on shoots, styled, and wrote fashion copy, among other less glamorous tasks in the beginning. Then, I had to hustle and scramble for the opportunity to write a decent story.
The team was understaffed during this time of budget cuts, and younger writers like me were coming in without much expertise. But with no expertise, you become a blank slate for everything. Fortunately, there was someone like Apr, who acted as a big sister to me. She advised me that if my editor didn’t want to give me enough fashion work, I should explore writing about everything else.
Luxury lifestyle covers a vast range: fashion, beauty, jewelry, watches, art, culture, design, cars, planes, yachts, food, beverage, and travel. I ended up writing across the board. I believe I’m one of those very rare journalists who has covered them all. It wasn’t just about delivering 15 or 20 pages; it often felt like writing a quarter of a book. If you had an idea, it was your responsibility to make it happen.
I recall wanting to do a special feature on a topic like ‘K-pop and Korean culture’ when it was really gaining momentum. So, I took charge and handled the whole thing, even though no one else had the time or patience to organize a beauty awards event. In my first year, I had to manage two interns who couldn’t even copy and paste, and yet, I successfully ran the entire beauty awards despite not having a single beauty contact.
It was a constant scramble. But I believe that out of difficulty comes opportunity, as they say in Chinese. And I genuinely believe that’s how I found my path. Also, when I was much younger, I spent a year doing work experience at a magazine called Tank in London. They were incredibly edgy and fashion-forward, which resonated with me. However, at Prestige, we weren’t doing that. But when I joined Legend, I think my experience of pushing boundaries at Prestige made people see that I could combine photographs and words seamlessly in one magazine.
Even in my very first issue here, after my predecessor had left, and the handover period was over, my current boss, who is now the publisher but wasn’t the publisher before, asked me if I had done everything by myself. I think my ability to handle it all stemmed from the fact that I had to manage everything on my own, diving deep into my career like a profound water plunge. From that point on, I learned to stay afloat and swim. Yeah, that’s how I got here. Now, at Legend, I have the freedom to push the envelope in the direction I desire. When I joined Legend, the magazine was heavily focused on pictures because the previous editor was a stylist rather than a writer.
One of my tasks assigned by my bosses was to enhance the writing aspect of the magazine. Surprisingly, despite the popular belief, Japan’s market is quite similar. It’s still print-based, and people here enjoy reading. So, even with digital and images available, the readers still value well-crafted words. Coming from a strong writing background, it came naturally to me. Even today, if asked to write a fashion story, I can whip one out in seconds. However, when it comes to watches and other topics, I try to be more cautious and leave it to the experts. Nevertheless, this is how I’ve managed to infuse my own take on fashion, culture, and pop culture here.
What made you decide to join #Legend in the first place?
Zaneta: I love that Legend is a youth-led magazine, specifically tailored for a much younger audience in Hong Kong. Prior to joining Legend, I worked at Prestige for about five years, which targeted an older and more mature demographic. What I meant to convey, though I apologize if it came out offensively, is that Prestige wasn’t necessarily catering to people interested in exploring unique tastes.
Having previously worked at Tank, a youth-oriented magazine that embraced street culture and appealed to individuals seeking more than just brand names, I have always been passionate about discovering new brands and encouraging readers to do the same. It’s more exciting for me when someone asks, ‘Where did you get that?’ or ‘Who is that?’ rather than just liking a product or a popular brand.
At Legend, I have the opportunity to introduce readers to a different kind of taste and push boundaries to see how far we can take it. It’s a magazine that allows me to engage with pop culture and keep myself young, as staying on top of the latest trends and cultural references is essential to what we do. Working in this industry keeps my finger on the pulse of what’s happening around the world, and I love translating that knowledge into compelling stories and pages that reflect the unique perspective of our team and the magazine.
For me, magazines like Legend are about sharing my viewpoints and ideas with readers and having a platform to express what I see in the world. It’s a privilege to be in a position where I can publish and have people read and engage with our content. I’m fortunate to have a team whose opinions I value, and we collectively put our perspectives on the pages, sharing them with our readers. It’s an interactive experience where we discover together what resonates and connects with our audience.
I truly cherish the opportunity that Legend provides, allowing me to see and appreciate the world from my own perspective and share it with others who have a similar curiosity and appreciation for unique viewpoints. Though I know my age will eventually catch up with the magazine’s target audience, for now, in my early 30s, having started in my late 20s, Legend is the perfect fit for me. It enables me to maintain a deep connection to the world, put my thoughts into meaningful stories, and offer readers a glimpse into how we view the world at Legend. Ultimately, it’s about embracing the opportunity to love and engage with the world in the way that feels right for me.
Have the goals and strategic directions evolved since the inception of #Legend?
Zaneta: The media landscape is ever-evolving. It’s still finding its footing, and social media is moving so fast. Yesterday it was Twitter, and today we have threads; yesterday we had something, and now it’s TikTok. It’s part of the rapidly changing digital landscape.
I came into this industry during a time of change and had to adapt to the constant shifts. The challenge lies in producing both a print product and a digital product that complement each other while capturing the ever-changing nature of our times. We even incorporate hashtags into our magazine title, which sometimes makes us question the role of a print product when we’re embracing digital elements.
Recently, in March, we underwent a redesign where we completely reimagined the layout of the magazine. Previously, we had followed the traditional approach of luxury lifestyle magazines, with big pictures and coffee table book-like layouts reminiscent of the 2000s, like something out of ‘Ugly Betty.’ However, now we’ve shifted towards smaller pictures, drawing inspiration and references from pixelation, given the increasingly fragmented nature of digital content.
Our aim is to create a layout that seamlessly integrates digital elements into a print product while giving the print version its unique purpose and relevance. Additionally, we place emphasis on highlighting the physicality of the magazine. In a world where information is ephemeral and readily available online, we want to entice readers to pick up our magazine, feel its tangible presence, and immerse themselves in the leisurely experience of reading its content.
Nana: Given your current position, I assume that you don’t have much time for writing, even though you are undoubtedly a professional in that field. I can relate because, in my case, I am also involved in the management of a company called 60%, I find the work quite fulfilling. However, my focus now revolves more around the management aspect of the business.
Zaneta: When I learned about your story, I realized your passion lies in writing. Despite your managerial role, I can comprehend how writing remains close to your heart. I’m curious, how do you manage to balance your passion for writing and the responsibilities of managing your team and the company as a whole?
I believe this is a situation where you can’t have it all. At work, I have to give my all, which means I don’t have much left for other aspects of life. When people ask me about my hobbies, it frustrates me because my job has become my hobby, and it consumes most of my time. In fact, I wake up at 5:00 in the morning just to write, and I can’t imagine giving up that aspect of my work. It’s hard to let go of writing; it’s like an integral part of me, just like styling.
At work, I manage and handle various production tasks, almost doing the work of multiple people. While I could potentially delegate some of these tasks and ease my workload, I don’t want to give up on writing. It’s a joy that I can’t seem to let go off, despite the pressure it brings. Sometimes, I find myself wondering why I assigned myself so many stories for an issue, thinking I’ll never get them all done. Yet, once I start writing, I feel happy and fulfilled, as if it’s my favorite thing to do.
My colleagues understand my passion for writing, even though I may sometimes be late in submitting my work due to other commitments. They accept that writing is something I need to do, and they support me in finding a balance. But it’s indeed a struggle because while I want to have a life outside of work, I find it hard to let go of certain parts of my professional pursuits. I often tell myself that life can wait, and I’ll focus on it later, but the reality is that this pattern continues month after month. It’s been a year, and I don’t foresee things changing drastically next month.
It’s a constant juggling act, and while it’s challenging, I find solace and happiness in doing what I love – writing – even amidst the chaos of managing various responsibilities at work.
How does #Legend define luxury and takes it to the next realm, as explicitly proclaimed in its concept?
Zaneta: Since day one, Legend’s strapline has been “Luxury Fast Forward,” and despite being asked if we want to change it, I firmly believe it remains relevant for our magazine. Legend allows me to stay in touch with the ever-changing concept of luxury, which evolves daily. Traditionally, luxury brands dictated trends, but now, consumers and platforms like TikTok are defining them. At Legend, we embrace this shift by maintaining a strong social media and digital presence, actively engaging in collaborations, and staying informed about new ideas in luxury.
Our goal is to cover various aspects of luxury, ranging from traditional craftsmanship to innovative approaches. Additionally, we explore how the once-niche elements of luxury have now become mainstream. Today, luxury is more elastic, where a collectible like Bearbrick can hold as much importance as a set of prestigious watches, if not more.
We strive to be ahead of the curve, understanding and sharing what’s happening in the luxury world with our audience. At the same time, we value the traditional roots and legacy of luxury, ensuring that we don’t lose those elements while embracing the new. Luxury still carries its past, and at Legend, we cherish the stories and heritage of established brands while helping create new stories for emerging ones.
As a magazine, we excel in storytelling, acting as a bridge between the old and the new. By sharing the stories of both established and upcoming brands, we contribute to shaping their futures. Our mission is to bring the best of both worlds together and pave the way for the evolving landscape of luxury.
#Legend covers multiple domains, not just limited to fashion, but also related to culture, toys, travel, etc., it caters to readers’ interests and needs across various fields, offering a platform for a comprehensive understanding and experience of fashion culture. Through #Legend, what kind of reading space do you hope to create for readers?
Zaneta: For me, luxury is all about ease and comfort. As I envisioned the magazine, I wanted to ensure that every aspect of it offers a sense of ease. From the texture of the pages to the way it opens and the readability of the content, I aimed for a seamless and enjoyable experience for our readers.
Even in the construction of our physical print book, which I still believe has its place, I wanted to slow things down and provide readers with a luxurious experience. Luxury, to me, includes the luxury of time – the time to immerse oneself in the content, to chill out, and to savor each page. While our digital and social platforms represent the fast-paced world of today, our physical copy is a deliberate contrast, offering readers the luxury of taking their time and enjoying the reading journey.
In essence, for us, luxury goes beyond just the content; it extends to the entire reading experience. It’s about providing our readers with an easy and comfortable space to engage with our magazine, where they can feel the luxury of having it all within their grasp – beautiful visuals, compelling words, and a moment to relax and indulge in the world we present.
Can you share the most remarkable article or project in which you have been involved?
Zaneta: Honestly, I’ve written so many things that I truly love; it’s been quite challenging. I’ve crafted stories that I’ll always be proud of, and even stories I wasn’t entirely fond of, but still managed to convey their essence effectively. One recent project that I take great pride in is our magazine’s engagement with Korean and other Asian stars featured on our covers.
I’ve noticed a growing interest among Asians and even English speakers raised abroad in their own heritage and pop cultures, particularly from countries like Korea and Thailand. Previously, we featured stars from Hong Kong and Japan. We had the opportunity to bring Korean superstars such as Bam from GOT7 and G Chunk for calligraphy, and we conducted a photo shoot for the cover.
Being able to engage with all these influential figures and witnessing our ideas come to life is a truly special experience. I feel blessed to produce a magazine every month, as it’s a testament to my growth. I recall my college days when I struggled to create a magazine within six months, but now I publish one each month. It’s truly remarkable and a job I adore.
For me, magazine making and journalism are much more than just individual remarkable stories; it’s about the entire process. The ability to follow my curiosity and ask the questions I want to ask is an opportunity I don’t take for granted. I am naturally nosy and inquisitive, which makes this job a perfect fit for me.
Every day, I find the whole endeavor of magazine making and journalism remarkable, and I would gladly dedicate myself to this job, even if it means having no other life commitments for the foreseeable future.
Nana: Do the members of your team also exhibit a similar work ethic to the one you have, where they prioritize and value hard work and dedication?
Zaneta: I believe our team has a generally relaxed atmosphere, and I try to ensure that everyone works hard but without the need for overtime. Most team members are diligent, and I’m fortunate to have a great group. I avoid micromanaging as I find it counterproductive. If we encounter issues, they can be addressed later. My priority is to keep the team engaged and motivated in their roles, and I appreciate their professionalism and dedication.
What advice would you give to aspiring fashion journalists about how they can differentiate themselves in this competitive space?
Zaneta: I believe that in the fashion industry, ambition is prevalent. Many individuals feel entitled to various opportunities – attending fashion week, exclusive events, receiving gifts, or being invited to parties. However, true success in this field, just like any other, requires hard work and dedication. You must put in the effort and prove yourself over time. Complaining about the challenges of the industry won’t lead to progress. Yes, the fashion world can be both challenging and rewarding simultaneously, but your experience largely depends on how you approach it.
Being unique and standing out doesn’t mean dressing outlandishly or becoming an influencer. It’s about having a deep understanding of the subject matter. It’s admirable when people treat fashion as a subject to study, knowing the history behind designs and collections, like the 1999 Recall Kubo Comragar Song Collection. Personally, I respect those who approach fashion with a serious attitude, just as politicians discuss politics in parliament, with knowledge and depth.
For me, being a good fashion journalist isn’t about merely looking at clothes; it’s about knowing the industry inside out, discussing trends intelligently, and understanding the important topics. So, if you can carry a conversation about fashion with that level of seriousness and depth, you are on the right path.
What are your future plans for #Legend that you can share with us?
Zaneta: We’re currently exploring the possibility of expanding into a new market in a different country. I can’t disclose all the details just yet, as it’s still confidential, but a few people already know about it, so let’s keep it low-key for now.
We believe in the potential of the Asian market, and we’re enthusiastic about reaching out to new opportunities. Your outreach has made me genuinely happy, as it aligns with our vision for growth in Asia.
We’re not only focused on traditional formats like magazines but also eager to venture into different creative formats. For instance, this year, we had the privilege of working on a series of ads for MIKIMOTO, featuring Chinese ambassadors Song Wei Long. All the images for these campaigns were shot by our team in Bangkok throughout 2023.
Moving forward, we aim to continue such endeavors and explore new opportunities, like hosting events that bring Korean stars to the city. Given our strong relationships with Thai stars, who are currently well-received, we see potential beyond our traditional role as a magazine.
If you can carry a conversation about fashion with that level of seriousness and depth, you are on the right path.
Text by Yiyao Zhang
