The magazine's new branding brings online aesthetics offline.

i-D, the British fashion magazine, has a new website, and it looks nothing like what you’d expect. Acquired by media giant Vice late last year, the brand’s new digital look has been anxiously anticipated. At the launch party, emerging British fashion designers Claire Barrow, Ashley Williams, and Rylan Lo sent their creations down a runway with a soundtrack by Chris Keating of the band Yeasayer, coming together in a video-adorned, choreographed fashion show with music that transcended the typical runway stomp.

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