Condé Nast set to launch its first LGBTQ-focused digital media brand

Tyrone Stewart

Conde Nast ThemCondé Nast has introduced a new digital platform dedicated to the LGBTQ community, the first project to arrive out of the media giant’s incubator for launching future brands, businesses and services.

The digital space has been named ‘Them’. It will look at topics including pop culture, style, politics and news, all from the point of view of people within the LGBTQ community – covering and celebrating inspiring stories, people and voices.

“We’ve been reimagining our titles and creating new ones to more broadly reflect our culture today, and them is a perfect example of how we’re thinking differently about our audiences,” said Anna Wintour, editor-in-chief of Vogue and artistic director of Condé Nast.

Digital editorial director of Teen Vogue and Allure Phillip Picardi has been given the role of chief content officer of Them. The editorial team will be headed by Meredith Talusan and agender media personality Tyler Ford. Launch partners include Burberry, Google, Lyft, and GLAAD.

“There is a cultural revolution happening that is — as always — spearheaded by young people who believe in fighting for equality, and we want to create a space that’s reflective of this moment,” said Picardi. “We’re excited to showcase the voices and perspectives of people in the community, and prove through our storytelling that, by celebrating them, we’re really celebrating all of us.”

The digital platform hasn't been entirely well-received on social media, however. Members of the LGBTQ community appreciate the creation of the space but have questioned the name of it – suggesting that ‘Them’ only goes to reinforce the ‘us versus them’ mentality that sadly still exists in the world today.