W editor-in-chief Stefano Tonchi enlisted the help of Terry Jones, founder of British style bible i-D, and creative and fashion director Edward Enninful to art direct the September 2016 issue of the Condé Nast publication with Rihanna as cover girl.
“With all the things that are happening, I thought it could be fun to hand make a magazine,” Terry said. “All the things” referring to the wave of change that technology and digital media has caused for traditional publishers over the past decade. Transforming and threatening the industry, especially after the 2012 sale of i-D to Vice Media, which turned the property into a digital video brand.
According to Tonchi, having Terry on as art director is part of a a larger strategy to place print in the forefront of people’s minds as opposed to digital media which is slowly killing print. Making every issue a ‘collectible’ is their way of creating excitement for print again.