Vanessa Craft

From Print to Digital: A Career Defined by Reinvention

Vanessa Craft’s career embodies the art of purposeful pivoting. Beginning as an intern at ELLE UK, she quickly rose through the ranks of magazine journalism, becoming the first Black woman to serve as Editor-in-Chief of ELLE Canada in 2016. During her tenure, she transformed the publication into a platform for inclusive storytelling, notably through groundbreaking covers like the 2019 issue featuring models Winnie Harlow and Stephan James—a visual manifesto for diversity that rivaled sales of previous celebrity-focused editions.

“When you speak to an audience that’s been left out of the conversation, they’ll walk through the door with you.”

In 2020, Craft leveraged her editorial expertise to join TikTok Canada as Global Head of Content Partnerships. Here, she curates creative collaborations for a platform with over 1 billion users, bridging high-fashion brands with digital-native audiences. This transition from print to tech reflects her knack for identifying cultural shifts—a skill honed during her earlier days as More Magazine’s Beauty Editor, where she revolutionized beauty journalism by centering authenticity over press release regurgitation.

Landmark Articles: Where Craft Leaves Her Mark

• Donté Colley Is Ready for His Close-Up (The Kit, 2023)This profile of the Canadian dancer and Pandora ME ambassador dissects Gen Z’s approach to self-expression through fashion. Craft analyzes Colley’s viral TikTok presence as a case study in digital-era personal branding, drawing parallels between his jewelry collaborations and the democratization of luxury. The piece exemplifies her ability to decode youth culture trends for mainstream audiences while maintaining critical depth.
• Vanessa Craft's Journey To The Editor Chair (ByBlacks.com, 2020)In this introspective interview, Craft details her barrier-breaking ascent in media. She reveals how championing diverse voices isn’t just moral imperative but business savvy—a thesis proven by the commercial success of her inclusive covers. The article serves as both memoir and manifesto, outlining her editorial philosophy of “connection over exclusion.”
• Letter From The Editor: May 2019 (ELLE Canada, 2019)Craft’s final editorial letter for ELLE Canada crystallizes her legacy. She reflects on making fashion journalism “a room with multiple entry points,” using the magazine’s platform to amplify Indigenous designers and body-positive messaging. This piece remains essential reading for understanding how she redefined luxury media’s social contract.

Pitch Perfect: Navigating Craft’s Beats

1. Center Underrepresented Narratives in Fashion

Craft prioritizes stories that challenge industry norms, like her 2023 piece on adaptive clothing designers reimagining runway aesthetics. Pitches should highlight innovators expanding fashion’s boundaries—think modest wear tech startups or Indigenous textile artists blending tradition with futurism. Avoid generic trend reports without cultural context.

2. Beauty Through an Intersectional Lens

Her groundbreaking More Magazine work proved beauty journalism could tackle systemic issues. Successful pitches might explore how Black-owned brands are reformulating products for textured hair or analyze the politics of fragrance marketing. Steer clear of routine product launches without social impact angles.

3. Digital Culture’s Fashion Frontier

With her TikTok role, Craft explores how platforms democratize style. Pitch case studies on AR fashion shows or investigations into resale apps’ environmental claims. She’s particularly interested in how Gen Z uses digital tools to subvert traditional luxury gatekeepers.

Awards and Industry Recognition

• 2024 Chang School Thought Leadership Award
• Recognized for redefining continuous learning in media through her Toronto Metropolitan University lecture series on career pivoting. This honor underscores her influence as both practitioner and mentor.
• 2019 Canadian Media Award for Editorial Excellence
• Awarded for the Winnie Harlow/Stephan James cover issue that boosted newsstand sales by 22%. Judges praised its “blueprint for inclusive storytelling without compromise.”
• 2020 Digital Innovator of the Year (Fashion Group International)
• Celebrated her seamless transition from print to tech leadership at TikTok, particularly her initiatives connecting heritage brands with digital creators.