Hipster Paradise

293i-D Magazine is an anomaly.

And apart from that it’s completely worth the 11 dollars I paid for it at a New York City newsstand on the side of the street. Unlike the other magazines offering the usual jumble of coverlines that are meant to entice readers, i-D stood out with a simple cover that had about three lines of text. If you are wondering why model Lara Stone is squinting on the cover—it’s not some mistake—it’s done on purpose to emulate the logo. Anyone who has the privilege of being on the cover must squint because it’s i-D, because it’s kind of like an insider’s club for New York City’s hipster subculture. 

Behind the cover there are pages of artistically inspired photographs of beautiful people wearing fashionable clothes. There are profiles of designers and models, there are men wearing skirts, there is lots of white space, there are references to Brigitte Bardot, Andy Warhol, and the Smiths. The table of contents has almost no design with big black text against a photograph of some residential neighborhood. There are ads for Gucci and Cavalli but also for Converse and Dr. Martens shoes.

Even though i-D is printed in England, it’s definitely intended for a New York City audience. The magazine has music, art, film and print reviews for London as well as New York—New York’s hottest indie rockers, fashion royalty, and guys who state their occupation as “cool ass motherfucker,” pervade the pages. The magazine is successful because it’s a luxury, it’s a piece of art, it’s cool, and—like any self-respecting hipster—it makes you want to be seen with it.

Or maybe it’s because i-D is printed in England. Perhaps the success of its simplicity is not because it’s an anomaly but because it’s for an audience that is not enticed by excessive design and promises and advice with exclamation points on the cover. i-D is for the sophisticated European, or in this case, the sophisticated Greenwich Village resident, the NYU intellectual. Whatever it is, the magazine definitely has enough money to produce eight feature stories along with eight separate fashion spreads. Awesome.

-Feride Yalav

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