Global youth-focused media group VICE has acquired British style publication i-D, the company announced today. Following the acquisition, they will join up forces to create an online fashion channel, VICE president Andrew Creighton says:
“We know digital, i-D knows style, and together we’re going to give the world the gift of eye-catching, mind-blowing video-driven fashion content.”
According to VICE, its own experience of transforming from a ‘punk zine’ into a ‘digital powerhouse’ makes it the right fit to boost i-D’s online presence. On the other hand, it will be an opportunity for the company to expand into fashion content.
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“There’s a huge void in video-driven fashion channels and this partnership will fill and dominate that void,” says Terry Jones, who founded i-D in 1980 after working for Vogue. Both Jones and his wife Tricia will remain partners and shareholders in i-D.
Still, it is worth noting that the deal isn’t only about online, and VICE says it will also seek to increase i-D’s print circulation. Ultimately, its goal is to expand i-D’s audience both online and offline. In addition, i-D’s editorial and sales staff will continue to generate content for the media outlet and its video channel, which will cover both high-end couture and underground designers..
There’s no doubt that both brands have lots in common – not only their mix of fashion and (street) culture coverage, but also their tone and target audience up to a certain extent. Unsurprisingly, their channel will feature original programming and explore the intersection of fashion with other disciplines such as music, film and design.
Image credit: Lorena Cupcake on Flickr