i-D mag

i-D is a British magazine dedicated to fashion, music, art and youth culture. i-D was founded by designer and former Vogue art director Terry Jones in 1980. Over the years the magazine evolved into a mature glossy but it has kept street style and youth central to every issue. The magazine pioneered the hybrid style of documentary/fashion photography called "the straight up". At first, these were of punks and New Waveyouth found on English streets and who were simply asked to stand against any nearby blank wall. The resulting pictures - the subjects facing the camera and seen from "top to toe" - are a vivid historical documentary photography archive, and have established the posed "straight up" as a valid style of documentary picture-making.

Tipped on its side, the "i-D" typographic logo reveals a winking smiley. Most issues of i-D magazine have featured a winking cover model.