Vice acquires i-D and plans to fill void of video-driven fashion channels


Today VICE announced the acquisition of iconic style publication i-D, bringing together the world’s leading digital youth brand with one of fashion’s most creative and influential publications. The two outlets already share a dedication to street, youth, and DIY culture, and VICE plan to draw on its own transformation from a punk zine into a digital powerhouse to build i-D’s online footprint through its core creative vision and style.

VICE sees this partnership as a chance to produce the world’s leading online video-driven fashion channel and will also seek to increase i-D’s print circulation and expand its audience both online and offline.

They will use VICE’s expertise in online video production to expand i-D’s existing website and utilise 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. 

Original programming will focus on profiling the most compelling personalities in fashion and culture, the intersection of fashion and music, film, and design, and emerging trends and talent around the globe, among other topics. Andrew Creighton, VICE president said “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. 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.”

This is a savyy move, taking advantage of the fact that fashion media has been slow to respond to the evolving media landscape and online video, and VICE very much sees the acquisition of the 32-year-old brand as a perfect oppportunity to expand its reach into digital fashion content. Terry Jones, i-D Founder said “This marks the beginning of an incredibly exciting chapter in i-D’s history. 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.”

According their press release, i-D founder Terry Jones and his wife Tricia will remain partners and shareholders in i-D and continue to be creative visionaries. i-D’s editorial and sales staff will join forces with VICE’s operations and continue to generate content for i-D.

So, with intriguing new adventures in online fashion content afoot, Fashion Popcorn can’t help but see this as a really positive step. The sheer creative and business force behind this will no doubt see an increase in investment and opportunities for talented fashion filmmakers and digital innovators to platform their work and perhaps even push some boundaries a little.


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