Buro 24/7 and System announce exclusive media partnership

Buro 24/7 and System announce exclusive media partnership

From Moscow to London

Text: Faizal Dahlawia

The Buro 24/7 global brand is taking a giant step towards editorial domination with the major acquisition of one of London's finest fashion titles.

The Miroslava Duma-founded luxury and lifestyle website, Buro 24/7, has officially announced its partnership with fashion magazine System. As the new majority shareholder in the London title, Buro 24/7 will now move its headquarters from Moscow to the English capital to forge an editorially-charged cross-media company that fuses both the digital and print mediums.

"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," said Miroslava Duma. "This decision came very organically because our skillsets 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."

The worldwide divisions of Buro 24/7, think Middle East and Mexico to Australia and Southeast Asia, will move forward in sync with the in-house international office to create a comprehensive commercial agency that aims to offer must-know digital news to a global audience, including a new flagship digital platform with exclusive editorial content.

"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," said System founders Elizabeth von Guttman, Alexia Niedzielski, Jonathan Wingfield and Thomas Lenthal. "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."

Congratulations to Buro 24/7 and System! Stay connected with Buro 24/7 Middle East as we bring you updates on this story. Also, read about Miroslava Duma's partnership with textile innovator Orange Fiber.