Just announced: In a landmark international deal that's resulted in the creation of a sort of fringe-fashion-media transnational superpower, Brooklyn-based youth-punk media company Vice has acquired London-based independent editorial powerhouse i-D. The iconic British magazine's founder, Terry Jones, and his wife, Tricia, will remain "partners and shareholders in i-D and continue to be creative visionaries," says the announcement.
"Vice is so excited to work with the guys at i-D magazine, one of the only fashion publications in the world we actually respect," said Vice President Andrew Creighton. "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."
The acquisition will merge Vice's video-driven youth-culture-centric platforms with i-D's 32-year-old high-fashion legacy brand—and Vice promises an imminent, aggressive fashion video build-out.
"Fashion media has been slow to respond to the evolving media landscape and online video," the announcement claims. "Vice will use its expertise in online video production to expand i-D's existing website and utilize i-D's creative vision and talent to create an innovative video-driven channel dedicated to exploring everything from high-end couture to the myriad of underground fashion scenes all over the world." Something the Vice already does well in its international fashion week series.
"This marks the beginning of an incredibly exciting chapter in i-D's history," Jones said. "Working with Vice means partnering with a company that knows how to expand from print to digital in a smart way. There's a huge void in video-driven fashion channels and this partnership will fill and dominate that void."
What do you think about this merger of two great iconic media brands? We grew up on both Vice and i-D and we're excited to see what the two come up with together.