In a significant move within the fashion media landscape, i-D magazine has announced the appointment of Jamie Reid as the global creative director and Steff Yotka as the global editorial director. This decision comes as the iconic publication embarks on a new chapter following its acquisition by model and entrepreneur Karlie Kloss’ Bedford Media from Vice in November 2023. The revitalization of i-D is expected to attract considerable attention, especially given the impressive backgrounds of Reid and Yotka.
Jamie Reid is no stranger to the fashion world, having previously held the position of art director at prominent publications such as Dazed and Confused, Arena Homme+, and Pop magazine. His expertise will be crucial in shaping i-D’s new visual identity. Reid’s previous experiences suggest he has a strong grasp on innovative and striking aesthetics that appeal to contemporary audiences. Meanwhile, Steff Yotka, with an extensive resume that includes roles at Vogue, Style.com, and most recently as head of digital content at Ssense, is set to drive the magazine’s storytelling across multiple formats: print, digital, and social media. This diverse experience positions her perfectly to curate content that resonates with i-D’s audience, enhancing its relevance in today’s fast-paced media environment.
As part of this strategic initiative, i-D is planning to return to the print medium on a bi-annual basis starting in March 2025. The magazine has already taken steps to revitalize its digital presence, having relaunched its website in September with a dynamic cover featuring popular artists Charli XCX and Troye Sivan. This blend of traditional print and modern digital approaches reflects a broader trend in fashion media, where publications seek to harmonize both worlds to create a comprehensive reader experience.
The editorial direction under the leadership of newly appointed editor-in-chief and chief brand officer Thom Bettridge, who previously served as creative vice president of Ssense, also represents a strategic alignment with contemporary brand values. Bettridge’s expertise in digital content development is vital as i-D works to reinforce its position as a cultural touchstone. The magazine will likely continue to honor and reflect street culture while attracting a new generation of readers who are digitally savvy and socially conscious.
One of the challenges facing i-D is navigating the rapidly changing landscape of fashion media, where numerous platforms compete for an audience’s attention. As traditional print is reshaped by the demands for immediate and engaging digital content, magazines like i-D must innovate continuously to captivate their demographic. The combination of Reid’s creative leadership and Yotka’s editorial prowess aims to bring fresh ideas to life that are both visually arresting and intellectually stimulating.
Moreover, the transition to a bi-annual print format mirrors a cautious yet optimistic approach many publications are taking in response to shifts in consumer behavior. As audiences become increasingly discerning about their media consumption, there is a clear trend toward quality over quantity. By enhancing their editorial offerings and focusing on a robust visual narrative, i-D is positioning itself to foster deeper connections with its readers rather than merely chasing fleeting trends.
The fashion media landscape is undoubtedly competitive, but i-D magazine’s recent appointments indicate a proactive strategy to redefine its identity and reinforce its status as a leading publication. The synergy between Reid, Yotka, and Bettridge is expected to spark creative initiatives that will resonate widely, particularly among younger audiences who are central to the ongoing evolution of the fashion industry.
With a revitalized commitment to storytelling, a distinct visual identity, and strategic content distribution across print and digital spheres, i-D magazine is poised to maintain its cultural relevance while navigating the complexities of modern consumer engagement.
