In an influential turnaround in the world of fashion media, the co-founders of System magazine, Elizabeth von Guttman, Jonathan Wingfield, and Thomas Lenthal, have successfully reacquired the magazine’s intellectual property rights and full ownership. This move comes after the London-based publisher, Enlightened Publishers Limited, faced financial difficulties leading to its liquidation last month. The trio is poised to reinvigorate the brand, aligning it with emerging trends in the fashion industry as they prepare for the next print issue, set to launch during the Paris couture week in January.
System has garnered a notable reputation since its inception in 2013 as a bi-annual print magazine, establishing itself as a go-to resource for industry professionals and fashion enthusiasts alike. With a distinctive creative direction and insider credibility, it has managed to attract a dedicated audience over the years. However, consistent shifts in the media landscape have made it increasingly challenging to transform that initial allure into a sustainable business model.
“System has always been about pushing boundaries,” said Lenthal in an early statement following the reacquisition. “We are passionate about reviving and evolving what made System a beacon of high fashion media.”
This reacquisition is particularly significant given the tumultuous history leading up to this point. After the departure of the original founders in October 2023—stemming from disagreements with former owner Mike Obenson—the magazine encountered a pivotal juncture. Obenson, who had acquired System in 2020, sought to expand its digital presence, launching System Beauty in 2022 and hiring Susanna Lau as digital editorial director. However, despite these efforts, the magazine struggled to maintain its financial viability.
In reflecting on his tenure with System, Obenson stated, “I successfully grew the digital business, developed the beauty category, consolidated System’s credibility in the industry, and helped quadruple revenues.” His accomplishments underscore the tension between innovative digital strategies and traditional print media’s unique charm.
Returning to the helm of System, von Guttman, Wingfield, and Lenthal are set to integrate fresh perspectives while maintaining the magazine’s foundational principles. Their vision includes balancing the importance of digital outreach with the intimate quality of print, thus forging a more cohesive brand identity across various platforms. As they prepare to re-launch the magazine, they emphasize a commitment to integrity, creativity, and community engagement.
Notably, the upcoming January launch is strategically timed to coincide with Paris couture week, one of the most prestigious events in the fashion calendar. This opportunity can serve as a powerful re-entry into the marketplace, allowing System to showcase its revitalized identity amid the buzz of high fashion.
Aligning with current trends in media consumption, the founders have underscored their intention to develop more robust digital platforms, further enhancing the magazine’s reach and connectivity with audiences around the globe. This strategy reflects a broader industry shift towards digital integration which, according to recent studies, has become crucial for survival in today’s media economy.
The return of the original founders is not merely a nostalgic revisit but an important step toward innovation and revitalization. In a world where readers are continually searching for authentic voices, System has the potential to re-establish itself as a leading contender in the fashion media scene.
As the magazine enters this new chapter, the founders’ focus will also extend to organizing events, fostering community, and exploring new creative avenues for both digital and print formats. Their ambitious plans promise to engage with audiences in a more meaningful way while drawing on their extensive experience and passion for fashion.
In the end, the reacquisition of System magazine by its co-founders signifies not just a change of ownership but a renewed commitment to a vibrant and dynamic editorial voice that aims to explore the intersections of fashion, culture, and innovation. As the fashion industry continues to evolve, so too will the platforms that cover it, and System is positioning itself to lead the charge.
