Mixed Signals from Semafor Media GQ Editor Will Welch on masculinity, celebrities, and staying cool as he ages
Nov 7, 2025
Will Welch, the Global Director and editor-in-chief of GQ US, dives into modern masculinity and the magazine's evolution. He discusses GQ's strategy to address the manosphere and embraces diverse male perspectives. Will reveals how GQ prioritizes quality storytelling over clickbait, emphasizing thoughtful engagement with subcultures. He highlights his collaborative experiences with celebrities like Robert Pattinson, touching on the impact of cultural shifts on men's fashion and the importance of hiring young talent to stay relevant.
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Niche Positioning Restores Cultural Impact
- Will Welch reframed GQ as "the global flagship of men's fashion" to focus the brand around taste and style.
- He argues niche, declarative positioning drives cultural impact in the internet era.
Single Creators Rival Legacy Brands
- The internet's shift to always-on digital changed consumption and audience dialogue profoundly.
- Single creators can now rival legacy brands in influence, forcing publishers to adapt.
Make Content Personal To Attract Readers
- Make work deeply personal and connect creators to their output to drive audience response.
- Encourage staff to bring their passions and let individual voices shape coverage.