The magazine’s September issue will be publicly cast through a “Hello New Face” initiative launching July 14 on Vogue China’s Vogue Club app.

A post on the title’s Weibo page called out to followers that are “bold, fun, looking to try something new, independent, talented and passionate about fashion” to sign up for a chance to be featured on the cover.

The call is a power move from editor in chief Margaret Zhang, who was hired in February to succeed the publication’s long-time leader, Angelica Cheung. Not only could it see Zhang bring a new cohort of local faces to the fore of Chinese fashion media, it marks an ideological shift from the mainland’s celebrity-focused magazine model, where cover shoots have long been the preserve of top idols and the occasional supermodel.

But the initiative isn’t the only recent change at Vogue China. Fashion director and top stylist Yoyo Yao has resigned after 13 years at the publication and will be replaced by stylist Audrey Hu or Coke Ho, sources with knowledge of the matter said. Lily Chou, editor in chief of Rouge Fashion Book, will take the helm of youth-focused vertical VogueMe. Condé Nast did not immediately respond to a request for comment.

Further Reading: Margaret Zhang Is Vogue China’s New Editor in Chief

The Chinese Australian blogger turned content creator and consultant will succeed Angelica Cheung at the helm of the Condé Nast fashion title.