Today, i-D has announced details of a new online luxury lifestyle channel, Amuse; a video and editorial platform for a young and culturally conscious international audience. Set to launch in the UK and US this autumn with a global rollout to follow, Amuse will speak to a digital-first generation and will cover a scope of topics including style, well-being, art & design, travel, food & drink and entrepreneurship. The platform will offer a first-hand experience of luxury, focusing on products and experiences that enhance the quality of life for millennials. Profiling some of the most compelling names from a range of creative fields, Amuse’s premium original video content, written editorial and photo essays will be tailored for consumption across all screens. Amuse will afford brands a range of new and dynamic advertising and sponsorship opportunities around the channel’s editorial offering and original video. Xerxes Cook, founding editor of Purple Travel magazine and Postmatter, has been appointed editor-in-chief for Amuse, bringing with him a wealth of experience across the luxury industry around travel, sustainability, and emerging markets. Tash Tan joins from Somesuch as head of video, while Ravi Amaratunga will oversee video within his existing role as i-D group director of film and video. Other hires are to follow for the London HQ, creating a dedicated Amuse team across editorial, video production and commercial operations.

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