The magazine is dedicted to fashion, music art and youth culture. Therefore the primary target audience urban singles aged 15-24. Their secondary target audience is slightly older young couples without children.
Over the years it has established itself as a training ground for fresh talent. Photographer and Nick Knight OBE had his career take off after being commissioned by editor Jones to create a series of 100 black and white portraits for the magazines 5th anniversary issue. Pat McGrath MBE ,who has been refered to as 'the most influential make-up artist in the world' by vouge, also had her breakthrough whilst working with Edward Enninful (then editor of i-d) in the early 1990's and created an iconic cover featuring an 'innovative use of colour'
i-d features articles on street style and is know for its innovative photography. Add about articles and ads.
Due to it's features on street style i-d has influenced fashion in that more casual clothing can be seen on the catwalk. A good example of this is No 21's autumn winter 2015 ready to wear collection displayed this January at New York fashion week.
Covers are a mix of beauty and editorial and feature models posing with the signature i-d wink. This is due to the fact that if you read the magazines name sideways it represents a winking face. Cover shots also tend to be close up just showing the models shoulders and face. They also appear to be studio shoots rather than location shoots due to the simplistic backdrops. Covers also appear to be more focused on hair and make-up than clothing.
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| Clothing from No 21's collection |
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| Clothing from No 21's collection |
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| Clothing from No 21's collection |
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| Pat McGrath's iconic front cover |
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| A selection of Nick Knights portraits |
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