Vogue World is set to arrive in San Francisco next year — possibly another sign that tech moguls are now influencers in the fashion landscape.

However, the announcement of this grand fashion/art/music gathering doesn’t explicitly state that. Anna Wintour expressed that Vogue is committed to honoring cities and “San Francisco is an unparalleled city.” 

“It’s a hub of diverse communities coexisting, a place that cherishes the arts, embraces creativity, and welcomes change.” She also highlighted the city’s legacy of defiance and inventiveness.

“I admire that San Francisco has consistently advocated for its principles and values,” Wintour stated. “Vogue World will empower San Francisco’s creative talents and enhance the entire ecosystem — showcasing again that San Francisco is experiencing a resurgence.”

Rumors had circulated about Vogue World moving to San Francisco after Wintour was seen meeting with the city’s mayor, Daniel Lurie.

Moreover, over the past year, Wintour has forged connections with influential names in tech, culminating in this year’s Met Gala, where Jeff Bezos and his wife, Lauren Sanchez, were prominent sponsors. Google’s Sergey Brin and Meta’s Mark Zuckerberg also attended (this being Zuckerberg’s inaugural visit). OpenAI reserved a table, as did Meta and Snap (at a cost of $350,000 each). Although platforms like TikTok, Apple, and Instagram have sponsored the event in the past, the tech presence was so significant this year that the Met Gala was referred to as the “tech gala” in certain circles.

Last year, Vogue featured Lauren Sanchez on its cover following her marriage to the Amazon founder. In the fashion realm, this was seen as Wintour’s endorsement — not only of Sanchez’s rise in the fashion industry but also reflecting that tech and its leaders merit cultural acknowledgment.

Despite Bezos and Sanchez reportedly residing in Florida (and Amazon headquartered in Seattle), no city is as strongly linked to tech as San Francisco. Holding Vogue World there serves as another sign of Wintour’s endorsement.

Vogue, as a media entity, is always chasing the money, and as a cultural authority, is constantly seeking relevance. Aligning with the global headquarters of AI, good or bad, is savvy for business (and Wintour is certainly savvy). 

However, Vogue World has previously taken place in New York, London, Paris, and this year, Milan. Perhaps due to my East Coast perspective, I haven’t heard anyone recently describe San Francisco as a style beacon on par with these cities.  

While the city is known as the home of the free-spirited bohemian, the tech community and its workers are often characterized by hoodies, Patagonia vests, and costly athletic footwear, if they choose to dress up at all.

For example, billionaire Alexandr Wang, now leading Meta’s crucial Superintelligence Labs, conducted an interview with Y Combinator’s Garry Tan in front of a packed audience wearing a worn Nintendo T-shirt and what appeared to be Crocs. Comfortable? Yes. Fashionable? Certainly not.

Yet perhaps that is on the verge of transformation. Wang’s superior, Mark Zuckerberg, who used to always don a simple gray T-shirt and jeans, has made strides recently to elevate his fashion sense. Zuck and his wife Priscilla Chan were seen sitting front row at a Prada show this season. The latest campaign for Meta Glasses features a range of celebrity ambassadors and resembles a Saint Laurent or Balenciaga advertisement.

OpenAI and Palantir have recently launched merchandise collaborations that reflect the minimalist aesthetic of tech workers (the latter’s merchandise line seemingly draws inspiration from Virgil Abloh’s Off-White).

I acknowledge that there is ample opportunity for creativity within the subtle, Northern California aesthetic. Surrounded by stunning nature and cooler climates, many fashion designers could find inspiration in San Francisco’s tech scene. I anticipate seeing Claude-inspired terra cotta-hued gowns and Vogue-branded quarter-zips soon.