Lucy Gellman

In Fall 2027, Vogue World is making its San Francisco debut. Anna Wintour did not select San Francisco for its weather or skyline, but rather because it is a city that “isn’t afraid of change.” Wintour stated that San Francisco has a “history of rebelliousness… and incredible innovation. I love that San Francisco has always stood up for its values, and the things it believes in.” 

Ocean SF embodies Wintour’s statement: founded on the Bay and built on the idea that clothing should reflect your values above others. Rebelliousness and innovation against the current default have always been instinct to San Franciscans. Currently, the default is polyester. This material is derived from petroleum, spun into plastic fiber, and sold as performance wear. These plastic fibers are shed into wash water in every laundry cycle, traveling from washing machines into the Bay San Francisco sails on. Ocean SF’s response was natural technical wools that are Made to Last. While this is a quieter rebellion than the runway, it is the same refusal Wintour emphasizes. 

By 2027, Vogue will place a global audience in a city that has earned its reputation by diverging from the norm. Ocean SF does not have to change to meet the moment. It must maintain the values that made San Francisco Vogue’s choice in the first place. 

More to follow as Ocean SF prepares to welcome Vogue World to San Francisco.