In an attempt to elevate both brands’ presence in the industry, Buro 24/7 has acquired a majority stake in System, and will move its headquarters from Moscow to London. Combining Buro 24/7’s sizeable in-house tech team with the biannual title’s insider access to the fashion industry (with covers featuring Nicolas Ghesquière, Raf Simons and Miuccia Prada, to name a few), one thing’s for sure—we’re keeping our eyes peeled for what’s coming next.
Speaking of the merge, Buro 24/7 founder Miroslava Duma says, “In an era when media giants are acquiring the credibility of independent titles, Buro and System are consciously eschewing this David-and-Goliath approach in favour of a genuine partnership and shared vision with which to shape our future. This decision came very organically because our skill sets and ambitions are so complementary. Between Buro’s digital expertise and global presence within both established and emerging markets, and System’s editorial authority, there is clearly scope to build a nimble-and entirely independent-cross-media business in both editorial and commercial contexts. Ultimately, it’s a win-win situation.”
System’s editorial team will oversee the globally-distributed original content for Buro 24/7’s digital network across 11 markets while expanding its print run and distribution, develop its Chinese edition and adding new markets into the mix. Besides that, Buro 24/7 will also launch a flagship global digital platform to showcase exclusive content.
System founders Elizabeth Von Guttman, Alexia Niedzielski, Jonathan Wingfield and Thomas Lenthal add, “As an independent magazine with a love of original storytelling, we’re proud to have always punched above our weight; pulling off the kind of coups, exclusives, and happy accidents that publishing giants pay considerable sums for. To be partnering with our friends at Buro 24/7 means this storytelling will now be told through interactive digital experiences, short films, native branded content, 10,000-word designer interviews, podcasts, social media posts – and shared with an existing global audience of millions that’s increasingly seeking original content, lively ideas and strong opinion. It feels like our black-and-white world is turning technicolour.”
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