Now Reading
The Swags Featured in British Vogue

The Swags Featured in British Vogue

The Swags Featured in British Vogue | SFLUXE
British Vogue
“High-Tech Heroines” in British Vogue, with Nina Gelb and Alison Pincus

“Forget New York, Los Angeles or the old-money oil fields of Texas, if you want to be on the frontline of America’s most influential social scene, Silicon Valley is where it’s at. And it’s all thanks to the Swag’s — Silicon’s Wives and Girlfriends.” Or so says Nicole Mowbray in an article for the December issue of British Vogue which will surely have people talking.

I’m briefly quoted in the piece, but what’s exciting is to see so many familiar names, places and faces. Allison Speer is quoted extensively, naming some of the area’s best hotspots (The Battery, Quince, Cotogna, Jane), and discussing the fact that her PR clients, like Chanel and Bottega Veneta, are eager to have the Bay Area’s most accomplished women in tech at their events.

Bita Daryabari, who was photographed for Vogue by Deborah Anderson, is also heavily featured, speaking mostly about philanthropy in Silicon Valley. “When my husband and I became wealthy,” she says, “we felt the money had to be shared.”

But who, you may ask, are SWAGs? Mowbray describes them as “Silicon’s Wives and Girlfriends,” and says they are “highly educated, public spirited, stylish, successful and sharp, an independent force to be reckoned with: you’re more likely to see them power-walking to a business summit than driving to a spray-tan appointment in the latest Ferrari.”

In addition to Marissa Mayer, Alison Pincus and Juliet de Baubigny (a “power triumvirate”), Vogue’s SWAGs include Xochi Birch, Sheryl Sandberg, Vanessa Getty, Alexandra Lenas, Priscilla Chan, Lucy Page, and Anne Wojcicki.

The December 2013 issue of British Vogue should be hitting newsstands shortly, or you can download it at