VICE EXPLORES A NEW ID: British fashion magazine i-D is expanding its team in New York, WWD has learned. Vice Media, which bought i-D in December 2012, confirmed the news, and added that the glossy will grow its video and editorial teams in New York with more than 10 hires in 2015. It will also open offices in Asia.
“Asia offers new opportunities like never before: these markets have proved themselves as hotbeds for emerging street style and like so many of our other international offices which have opened in the last year — including Germany, Spain and Australia — we will work alongside local teams to marry i-D’s international offering with local content,” editor in chief Holly Shackleton told WWD, adding that in New York the aim is to hire people in both editorial and video.
The latter is central to i-D’s push and is a specialty of its parent company. According to a Vice spokesman, i-D will launch a video series in the U.S., featuring some familiar collaborators. For example, i-D said it is working on “A Guide to Being a New Yorker” with Chloë Sevigny, who was previously featured in an episode of i-D’s series “Under the Sheets with Lily McMenamy.”
Other upcoming series from i-D include “Obsessed!,” which was produced with Vice’s music channel Noisey. The series will profile people with “obsessive sartorial or music-related collections,” the company said.
On the editorial side, i-D’s U.S. team is planning to feature a photo series shot by Jerome Corpuz, which will depict images and interviews with 10 New York designers to watch later this month. It will also release a photo series dubbed “My Crew” that depicts the close friends of young photographers, as well as build out its street style documentary series “Straight Ups” to include U.S. street fashion from Detroit to Brooklyn’s Bedford-Stuyvesant neighborhood.
Sources told WWD that the expansion is part of a push for Vice to reach a broader audience, which includes women — and a new crop of advertisers.
But back to women: last week, Vice tapped Ellis Jones as its namesake magazine’s first female editor in chief in its 20-year history. Earlier this year, the Brooklyn-based firm hired former White House deputy chief of staff Alyssa Mastromonaco as chief operating officer, a move that may signify a bigger evolution for the media company, which, in September, secured another round of financing to the tune of $500 million from minority investors. According to insiders, that infusion of cash, which puts the company’s valuation at more than $2.5 billion, will likely translate to a bigger investment in television, podcasts and staff for its various verticals such as news.