Can you manufacture overnight fame?
When newly appointed i-D editor Thom Bettridge was pondering who should appear on his first cover of the fashion magazine, acquired in late 2023 by the supermodel and business magnate Karlie Kloss, he landed on an unorthodox idea.
Rather than finding the actor, musician or influencer who reflects the moment, as some editors spend months attempting, or pairing an attention-grabbing personality with an unconventional photographer to manufacture social media virality, as other editors often strive to do, Bettridge wanted to spotlight someone who, decades from now, accepting an Academy Award or a Grammy or finishing their sure-to-be best-selling memoir, could say, 'And remember when little old unknown me was on the cover of i-D magazine?'
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