Conversation with Bonnie Langedijk: Founder of HURS

Exploring a new platform free from advertisers and algorithms

Since moving to New York, one of my favorite weekend pastimes has become wandering around the streets of downtown Manhattan on the hunt for emerging independent brands, hidden gem coffee shops and exhibits at my favorite galleries. One of my favorite discoveries has been Iconic Magazines on Mulberry Street. What I love about this 900 square foot establishment is that it serves as a microcosm of New York’s culture. Customers will never fail to find the latest issue of Vogue but might also find themselves picking a magazine as niche as one that chronicles basketball shoes made in the 1990s.

While I have the immense respect for Anna Wintour as an individual and the waves she has made in the fashion and media industries, I have personally gravitated away from Conde Nast magazines and more to niche publications that provide a highly curated lens and that align with my personal taste. My main qualm with magazines like Vogue and Elle is that they push products and trends without sharing the more substantive context and cultural significance behind them.

Bonnie Langedijk has taken an entirely different stance with her new platform, HURS. HURS reimagines the modern media experience by creating an online platform with opinion pieces on current affairs within fashion, art, design, culture and career, curated product edits, and more. The opinions, reflections, product edits and recommendations are gathered from a group of 30+ highly respected taste makers, including artists, founders and creative directors. Bonnie's vision challenges the conventional wisdom of trying to cater to mass audiences. Instead, she advocates for media brands to embrace a curated approach, serving as filters for culture.

Earlier this year I had the pleasure of speaking with Bonnie to learn more about the story behind HURS. Below includes part of our conversation:

Eliza Thaler: Could you share a little bit about your background and founding story behind HURS?

Bonnie Langedijk: I'm originally from Amsterdam, and I moved to London eight years ago now. Growing up, my parents were both in the advertising industry. My dad worked as an art director, and my mom was a copywriter. From a very young age, my dad would show me his work, and I'd have to pick out the best version and explain why. We'd often visit magazine stores together. Even at a young age, I'd flip through everything from French Vogue to niche Japanese architectural magazines. But from a young age, I found myself deeply inspired by magazines, graphic design, advertising, and the intersection of style and culture through the lens of brand.

I began my career at Hearst Magazines in Amsterdam, initially in production, overseeing all fashion shoots, and later transitioning into editorial. I gained valuable insights from the legacy media background while trying to carve my own path. Eventually, I relocated to London because Amsterdam, while amazing, lacked the excitement and opportunities of a larger market. My partner and I settled in London, where I spent considerable time at Net-a-Porter.

I found myself working within the commercial side of the fashion industry, which ironically isn't always commercially focused. My interest lies in the intersection of creativity and commerce—how can one make money while being creative? I don't believe these aspects should be kept separate. Despite my love for traditional publications like The Gentlewoman and Acne Paper, I noticed a lack of digital platforms that resonated with me.

Most digital content seemed unattractive in design and failed to capture the essence of the print versions. I carried the idea of creating something different for about five years, convinced that someone else would eventually do it. I was inspired by this idea of creating a digital space where individuals could connect over a shared aesthetic lens on culture. This concept was missing in media aimed at women, which tended to be too general and thus failed to engage anyone deeply.

Like many others, I found myself furloughed during the pandemic. That's when I decided to take the leap and start building this platform. I handled everything from branding to website development and crafting the overall strategy. We launched almost two years ago, and here we are today.

ET: When I consider HURS, it feels like what you're doing for media is akin to what Glossier did for beauty brands. You're bypassing traditional gatekeepers and creating a more direct, customer-centric experience. This eliminates the influence of parties with potentially conflicting interests who might promote specific viewpoints or products.

BL: Exactly, the key with HURS is always putting the reader at the forefront. In modern media, this focus on advertisers has overshadowed the reader's importance due to the prevailing business model. For me, it's about re-empowering the reader and crafting content with their needs in mind rather than solely catering to advertisers. This doesn't mean we'll never collaborate with advertisers or brands—we have and will continue to do so. However, our approach is centered on adding value to the HURS reader without prioritizing the advertiser's interests above theirs.

ET: In a world of increasingly sophisticated personalization algorithms, what role do you think traditional media will play in shaping taste?

What I find intriguing is how media used to serve as the gatekeeper of culture, but that's no longer the case. Especially with larger, more traditional media outlets, individuals and brands have taken the lead. Brands are increasingly acting as their own media publishers, and the influencer phenomenon has further blurred the lines.

However, much of the content on social media lacks depth and requires constant curation, leaving users craving unexpected yet relevant content that aligns with their interests. Current algorithms on platforms like Instagram and TikTok struggle to deliver this deeper level of personalization.

Looking ahead, I hope that digital media evolves into a space where people genuinely want to spend their time. Presently, one of the biggest challenges with digital media is its lack of appeal and the constant barrage of distractions. Despite this, we've observed that readers are engaging with our long-form articles, spending an average of three and a half to four minutes on them. This indicates a significant interest in consuming longer content.

ET: What does your personal creative process consist of? Where do you turn to for inspiration?

BL: I find inspiration in everyday things, like going to exhibitions and galleries, and browsing through old books. Fashion can be toxic, so I've gravitated away from it. I enjoy conversations with amazing women, learning from their perspectives on the world. Recently, I interviewed Veronica Ditting, who designed for The Gentlewoman and Hermès Beauty. Her studio, filled with books and miniatures, offered a unique perspective. My creative process involves collecting images and mood boards from Tumblr and Pinterest, mixing high and low culture. I appreciate authenticity and imperfection.

ET: What’s the future of HURS?

BL: There's a lot of opportunity right now, especially as the media landscape continues to evolve rapidly. For me, it's crucial that our online platform remains a space where women can feel inspired and connect with stories that resonate with them, without feeling pressured to conform to a perfect image. We're also gearing up to launch something exciting later this year, focused on building community. My goal is to create a space where women can connect, feel seen, and be heard. I hope to see more media publications embracing this modern concept of womanhood, showcasing diverse stories and perspectives rather than just a superficial take on style. There are so many fascinating people and stories out there, waiting to be shared.