Xiao Xue

Fashion influencer

The former CEO and editor-in-chief of ELLE China is now a leading fashion opinion leader
Xiao Xue asia's most stylish tatler china

At the end of 2019, unexpected news stunned the fashion industry in China: Xiao Xue, the CEO and editor-in-chief of ELLE China, announced her departure after nearly 13 years of service. The news was a bombshell which marked “the end of a golden age of the traditional media”, as some insiders described it.

Xiao Xue started her editorial career in 2000 at local magazine ILOOK before joining ELLE in 2007 as publisher and editorial director. She was particularly credited with developing ELLE, the first international women's magazine expanding into the Chinese market, into a media service for the new generation, integrating a TV channel, an iPad version and a credit card function. Under her direction, the magazine achieved both commercial and editorial success, with a strong online presence to engage a younger audience. At the same time, her personal Weibo account also attracted more than five million followers, making her a leading Chinese fashion and lifestyle opinion leader. She was promoted to CEO in 2017.

Xiao Xue remains quite active after her resignation. She published her second book, Elegance Forever, in 2020, which topped the bestseller list just 24 hours after the pre-order was announced. In 2021, she was invited to serve as Shanghai Fashion Week’s Ambassador for a three-year term to help promote the Chinese fashion industry to the world.

Recognitions


Credits


Photography  

Jialing Hu

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