Will Welch, Global Editorial Director of GQ and Editor-in-Chief of its U.S. edition, has redefined modern menswear journalism since 2019. His work intersects fashion, media innovation, and cultural analysis, particularly through the lens of evolving masculinity.
“Fashion isn’t about rules anymore—it’s about the freedom to tell your own story.” – Will Welch, GQ New Masculinity Issue
Will Welch’s career began at The Fader, where he carved a niche profiling boundary-pushing artists like Kanye West and The White Stripes[1][3]. His transition to GQ in 2007 marked a shift toward redefining men’s fashion and culture. As editor-in-chief since 2019, Welch has spearheaded GQ’s digital transformation, prioritizing video content and social media while championing themes like "New Masculinity"[1][4][7]. Under his leadership, GQ’s U.S. edition saw a 186% increase in automotive advertising and a 44% rise in social media engagement[4].
This 2019 cover story redefined GQ’s editorial voice, featuring Pharrell in a Moncler gown to challenge gender norms. Welch framed masculinity as a dynamic conversation, blending fashion criticism with cultural analysis. The issue sparked industry-wide discourse, cementing GQ’s role in progressive menswear narratives[4][7][10].
Welch’s 2018 profile of Frank Ocean highlighted the artist’s influence on both music and fashion. The piece intertwined Ocean’s creative process with broader cultural shifts, exemplifying Welch’s knack for connecting celebrity narratives to societal trends[4][10].
This 2023 cover story explored Pitt’s evolving personal style and career reinvention. Welch used Pitt’s wardrobe choices as a metaphor for authenticity, blending celebrity access with fashion critique[7][10].
Welch prioritizes stories that dissect how fashion challenges traditional gender roles. His Pharrell Williams cover exemplifies this focus. Pitches should highlight designers or brands reimagining menswear through gender-fluid designs or sustainable practices. For example, Welch championed emerging labels like Artemas Quibble, which blend craftsmanship with subversive aesthetics[10].
Welch seeks celebrities who embody cultural shifts, not just fame. His Frank Ocean piece analyzed the artist’s impact on LGBTQ+ representation in hip-hop. Successful pitches might highlight figures merging creative fields, such as musicians collaborating with avant-garde designers[4][10].
With GQ’s digital growth under Welch, he values insights into content distribution or audience engagement. Pitches could explore how legacy publications adapt to TikTok or the role of AI in editorial workflows, provided they tie back to fashion or culture[4][5].
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