Vogue World is coming to San Francisco next year, which is either a bold endorsement of tech culture or proof that Anna Wintour has developed a sudden fondness for Patagonia vests and expensive sneakers. The announcement of the fashion/art/music extravaganza didn't come right out and say, 'We're chasing the tech money,' but the subtext was loud enough to be heard in the Mission District.

Instead, Wintour waxed poetic about the city: 'San Francisco is a city like none other. It's a place of diverse communities living side by side, a place that loves the arts, loves creativity, and isn't afraid of change.' She also highlighted the city's history of rebelliousness and innovation, adding, 'I love that San Francisco has always stood up for values and the things it believes in. Vogue World will support San Francisco's creative minds and strengthen the entire ecosystem - and it will offer another opportunity to show San Francisco is on the rise.'

Rumors had swirled that Vogue World would land in SF after Wintour was spotted meeting with Mayor Daniel Lurie. And let's be honest: Wintour has been practically mainlining tech culture for the past year. This year's Met Gala was dubbed the 'tech gala' by some, with Jeff Bezos and his wife Lauren Sanchez serving as lead sponsors. Google's Sergey Brin and Mark Zuckerberg (a Met Gala first-timer!) were in attendance, and OpenAI, Meta, and Snap each shelled out $350,000 for tables. Sure, TikTok, Apple, and Instagram had sponsored in the past, but this year's guest list looked like a Silicon Valley board meeting with better lighting.

Last year, Vogue put Lauren Sanchez on the cover after her wedding to the Amazon founder - a clear stamp of approval that tech leaders had officially infiltrated the fashion elite. Bezos and Sanchez may live in Florida, and Amazon may be headquartered in Seattle, but San Francisco remains the spiritual home of tech. By bringing Vogue World there, Wintour is essentially saying, 'I'm with the geeks now.'

Vogue, as a media publication, follows the money, and as a cultural bible, it seeks relevance. Turning toward the worldwide headquarters of AI, for better or worse, is brilliant for business. But Vogue World has previously graced New York, London, Paris, and this year, Milan. As someone on the East Coast, I've never heard anyone describe San Francisco as a style beacon on par with those fashion capitals. The city is known for bohemian free spirits, sure, but tech workers are stereotyped as hoodie-and-jeans types, or worse, Patagonia vests and Crocs.

Take Alexandr Wang, the billionaire running Meta's Superintelligence Labs, who recently appeared on stage with Y Combinator's Garry Tan in a faded Nintendo T-shirt and what looked like Crocs. Comfy, yes. Haute couture, not so much. But maybe the tide is turning. Zuckerberg, who once lived in a uniform of gray T-shirts and jeans, has been making fashion efforts, including sitting front row at a Prada show with his wife Priscilla Chan. The new Meta Glasses campaign features a slew of celeb ambassadors and looks like it could pass for a Saint Laurent or Balenciaga ad.

OpenAI and Palantir have also released merch collabs that play on tech's minimalist aesthetic - Palantir's line, I'd argue, looks inspired by Virgil Abloh's Off-White. I concede there's creative potential in understated Northern California style. Surrounded by nature and cooler temperatures, designers could find inspiration in the tech industry. I, for one, look forward to seeing Claude-inspired terra-cotta gowns and Vogue-emblazoned quarter-zips on the runway soon.