Fashion People Karlie’s Glossy
Sep 19, 2025
In this engaging discussion, Karlie Kloss, the founder of Bedford Media and ex-model, teams up with Thom Bettridge, the visionary editor revamping i-D magazine. They delve into Karlie's motivations for acquiring i-D and her ambitious plans for Bedford, including the relaunch of the iconic Life magazine. Thom shares insights on modernizing i-D while honoring its rich history, revealing a unique approach that fuses archival elements with contemporary publishing. Together, they explore innovative strategies to connect with the next generation of readers.
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Preserve And Rebuild Legacy Media
- Karlie bought i-D to preserve its cultural role and rebuild it with modern business principles.
- She sees value in marrying legacy editorial DNA with lean, digital-native operations.
Publishing As Brand-Building
- Thom frames modern publishing as brand-building beyond eyeballs and ad impressions.
- He emphasizes using publishing's cultural trust to create products and services, not just more articles.
Archival Threads Guided The Relaunch
- Thom dug into i-D's archive to identify recurring themes like platforming unknowns and DIY aesthetics.
- He used those threads to shape the relaunch, including a cover that features an unknown.