What is it with the Vogue franchise and its inability to figure out how to handle the power women of Silicon Valley? First US Vogue comes under fire (as does its subject) for photographing Yahoo chieftain Marissa Mayer (left) reclining glamorously in full fashion regalia on a chaise, and now UK Vogue is being castigated for the mistaken (that’s my take, not theirs) decision to label Ms Mayer et al “SWAGs:” Silicon wives and girlfriends.
And you thought it was all about self-promotion, or changing the (highly male) image of silicon valley, or positioning herself as the anti-Sheryl “I will never talk about anything as frivolous as clothes” Sandberg. Pshah. That super-controversial Marissa Mayer profile in the very enormous September issue of Vogue, which has ignited all sorts of hoo-ha on the internet, was actually about long-term Yahoo content creation, in an I’ll-scratch-your-back-you-scratch-mine kind of way. Who’s the canny chief executive now, naysayers?
I, for one, was quite chuffed at the news that Marissa Mayer, latterly of Google, has just been appointed Yahoo’s new CEO – both because I’m looking forward to seeing what, if anything, she can do with the lagging search engine, and because Ms Mayer is a notably good dresser, and I’m looking forward to seeing what, if anything, she can do with the lacklustre image of an internet superstar. Put another way: she’s not a hoodie-and-Teva sort of exec.