The landscape of fashion media continues to shift, and with it, the leadership of some of its most iconic titles. The latest move that has caught the attention of industry insiders is the appointment of Thom Bettridge as editor-in-chief and chief brand officer of i-D Magazine. This substantial change, initiated by publisher Bedford Media, marks a new chapter for the magazine, which is set to resume print in March 2025 after previously halting publication earlier this year.
i-D is not just any fashion publication; it is renowned for its cultural commentary, artistic vision, and a commitment to youth culture. Its history includes foundational contributions to fashion journalism and is often credited with shaping trends and narratives within the industry. Thom Bettridge’s new role signals a strategic pivot for the magazine, especially as it shifts to a bi-annual print schedule, down from its previous bi-monthly frequency. This decision, according to Bedford, is intended to allow “additional print concepts and multi-platform projects.”
The background of Bettridge is noteworthy. Before joining i-D, he served as the vice president of creative content at the online retailer Ssense, a position where the blending of commerce and media is paramount. Bettridge also boasts an impressive editorial history with roles at other high-profile publications, including serving as editor-in-chief at Highsnobiety and editorial positions at Interview and 032c. His multifaceted experience uniquely qualifies him to oversee all aspects of creative, editorial, and brand management for i-D.
This appointment aligns with a broader trend in fashion media where brands are increasingly seeking leaders who possess skills that cross the boundaries between media and e-commerce. Such leaders can navigate complex digital landscapes, develop innovative content strategies, and ultimately drive engagement across various platforms. Willa Bennett, a former Highsnobiety editor, was recently named editor-in-chief of both Cosmopolitan and Seventeen, further illustrating this shift within the industry.
Karlie Kloss, the model and investor who acquired i-D through Bedford Media, expressed confidence in Bettridge’s capabilities. She stated, “No one embodies the future of i-D more than Thom. His creative instinct and cultural fluency make him the ideal person to chart the magazine’s next chapter.” This endorsement not only underscores Bettridge’s qualifications but also suggests that i-D is poised for a transformation that honors its past while signaling readiness for the future.
This transition follows a rocky period for i-D. The magazine laid off eight editorial and social media staff before going quiet for six months, raising concerns about its viability. However, the recent relaunch of the i-D website, featuring a digital cover with prominent figures such as Charli XCX and Troye Sivan, hints at the potential revivification of the brand. These moves seem to reflect a more modern approach to engaging readers, pivoting not only to print but also to enticing digital initiatives.
In an era where print media faces myriad challenges, the decision to reduce publication frequency could be a wise one. Fewer issues allow for a more curated approach to content creation, ensuring that each print edition can maintain the high standards that readers expect. This could also enable i-D to invest more in creative and innovative projects that resonate with contemporary audiences.
As i-D prepares to rise again with Bettridge at the helm, the journey ahead looks promising. He is expected to direct the creative vision of i-D, ultimately continuing to highlight the intersection of fashion, art, and culture. With significant shifts taking place in the realms of media consumption and consumer behavior, fashion brands are increasingly tasked with not just being trendsetters but also storytellers.
Bettridge’s approach to revitalizing i-D could serve as a case study for other fashion magazines seeking to evolve in an increasingly digital world. The commitment to multi-platform projects may help i-D capture the attention of a younger demographic, a market that values both creativity and accessibility.
As the fashion media landscape witnesses these significant transitions, the horizon appears bright for i-D Magazine. Under Bettridge’s leadership, there is opportunity for a renaissance that could redefine how fashion narratives are told—on paper and beyond.
