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.
“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.
The <3 of EU tech
The latest rumblings from the EU tech scene, a story from our wise ol' founder Boris, and some questionable AI art. It's free, every week, in your inbox. Sign up now!
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
Get the TNW newsletter
Get the most important tech news in your inbox each week.