Now, it turns out that decision was only a stepping stone to a larger role.
Chen was just announced as the new Editor in Chief of Lucky, replacing Brandon Holley, who's held the role since 2010.
“From the streets of New York City to Shanghai and everywhere in between, Eva is the quintessential Lucky girl,” Wintour said in a statement. “Eva is a woman of tremendous talent and experience. I have worked with her over the last few years, both during her time at Teen Vogue, and as she has been consulting withLucky. Her lengthy experience in our industry gives her a solid foundation in both digital and e-commerce. Lucky’s September issue will be her first opportunity to showcase her leadership ability, and I have every confidence she will meet the moment head-on.”
Considering her power in the industry and her fan base across her social media channels, Wintour's decision makes perfect sense. Chen has the ability to channel both fashion insiders and followers around the world, which will undoubtedly help Wintour's mission to grow the subscription base at the glossy.
“I have long admired Lucky’s unique point of view in the fashion industry,” said Chen. “It’s an exciting time for the brand as technology empowers and inspires the Lucky girl to embrace her own personal style.”
Chen is no stranger to the world of Conde Nast. Prior to taking some time off, she was the Beauty Director at Teen Vogue, where she began and cemented her social media strategy for her own accounts. With a penchent for showcasing her weekly manicures, sharing her beauty secrets, and inciting envy around her closet and accessories collection, Chen successfully grew her own personal brand - a major asset in today's digital world.
Congrats Eva! We can't wait to see Lucky magazine under your tutelage.