How British GQ's Adam Baidawi reimagined the legacy men's luxury publication for a modern, global audience

Adam Baidawi stepped into the role of British GQ’s head of editorial content in November 2021 at a time when the legacy men’s fashion and lifestyle title was facing a crucial pivot point in its identity.

Not only was Condé Nast reimagining its editorial and business strategy to be internationally structured, but the very idea of men’s fashion and luxury was evolving from a singular ideal image to embracing individuality. Baidawi, who had been a lifelong fan of the title, was also serving as the deputy global editorial director of GQ, and helped lead the refresh of the brand, focusing first and foremost on new luxury and community.

On the latest episode of the Digiday Podcast, Baidawi shared how he applied the “new luxury” mentality to the publication’s social strategy, events business and video production, as well as how the shift to international operations strengthened the storytelling ability of GQ across the globe.

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