Condé Nast is launching a digital brand for the LGBTQ community on October 26, called Them. It’s the first project from Condé Nast’s new incubator, which was created to develop new brands and businesses. Condé Nast claims it is the first big publisher to tap into this market.
Them will be aimed primarily at Generation Z, the generation after millennials. It ranges in topics from pop culture and style to politics and news, all through the lens of the LGBTQ community. The idea behind Them was created by Phillip Picardi, the digital editorial director of Teen Vogue and Allure. He will serve as its Chief Content Officer. Picardo told Business of Fashion he wants the platform to be fueled by community participation and storytelling.