Photo-Illustration: By The Cut; Photos: Getty Images
Vogue World is coming to the land of Patagonia vests and Allbirds sneakers. Vogue announced yesterday that its fall 2027 event celebrating fashion and culture will take place in San Francisco. The California city is a big pivot for Vogue World, the magazine’s traveling one-day-only summit of runway shows, celebrity appearances, and live music that started in 2022 in New York. Since then, it has traveled to London, where it benefited the city’s performing-arts community; then to Paris, as an homage to sports and fashion; and last year it went to Los Angeles for a Hollywood-themed spectacular. Come September, on the first day of Milan Fashion Week, Vogue World heads to Milan, a city known for its artisanal craftsmanship.
So why San Francisco for 2027? “Vogue believes in celebrating cities, and San Francisco is a city like none other,” Anna Wintour, Condé Nast’s chief content officer and Vogue’s global editorial director, said in a statement. “There’s a history of rebelliousness here as well as incredible innovation.” That includes, of course, the various tech developments threatening our personal liberties. OpenAI, the company responsible for ChatGPT, and Anthropic, a rival AI start-up currently under fire for destroying millions of dollars’ worth of printed books, both originated in San Francisco. Vogue’s choice to bring its annual event to the heart of big tech comes as the sector cultivates a cozy relationship with a surprisingly receptive fashion industry. Jeff Bezos reportedly spent $10 million to sponsor the 2026 Met Gala, where Mark Zuckerberg made a discreet appearance, and Lauren Sánchez Bezos was featured on Vogue’s June digital cover for her wedding the year prior.
Some social-media users have voiced concerns about big tech’s involvement with Vogue World. “Why do I feel like this is about to be a ‘heavy’ meta glasses saga?” one commenter wrote on Vogue’s post. Under an Instagram Reel from San Francisco mayor Daniel Lurie, who stressed the event will boost the city’s economy and local talent, another commenter added, “Right now, the fashion scene in San Francisco and the Bay Area is really struggling and there are barely any jobs. Please don’t forget about the creative industries while investing so heavily in tech and AI.”
Mostly, however, it seems like the handful of stylish people in San Francisco are welcoming Vogue World with open arms, eager to prove that the Silicon Valley fashion scene is more than just corporate-issued fleeces and Vibram toe shoes. “WE ARE READY FOR YOU! Save us from the tech bro’s and their crypto AI banal quarter zips, vests and flip flops!!!,” one commenter wrote on Vogue’s Instagram announcement. San Francisco–based model Fiona Parks wrote in a TikTok about the news, “Vogue World coming to San Francisco. This city has eighteen months to learn what heels are.” Just maybe don’t wear stilettos on Lombard Street.
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