{"id":77366,"date":"2015-09-08T10:59:18","date_gmt":"2015-09-08T14:59:18","guid":{"rendered":"http:\/\/models.com\/oftheminute\/?p=77366"},"modified":"2015-09-08T10:59:58","modified_gmt":"2015-09-08T14:59:58","slug":"i-ds-new-amuse-rolls-out-content","status":"publish","type":"post","link":"https:\/\/models.com\/oftheminute\/i-ds-new-amuse-rolls-out-content\/","title":{"rendered":"i-D’s New ‘Amuse’ Rolls Out Content"},"content":{"rendered":"

This week i-D<\/a> began rolling out the first of its video content under a\u00a0brand-new sister channel Amuse<\/a> \u2013 an online “luxury portal” and lifestyle lens aimed at the unconventional\u00a0lifestyle of its audience. “You could spend a holiday slumming it for a week and then visit a luxury hotel for your last night – and there’s nothing strange about that,” describes Ravi Amaratunga<\/strong> of this generation\u2019s habits. Ravi is i-D’s global group director of film and video\u00a0at the helm\u00a0Amuse. While sharing the same genes as i-D, Amuse is\u00a0only online and is discernible in that Ravi’s\u00a0tailored experience-based series\u00a0will resonate more with i-D’s base of savvy, not-as-young\u00a0viewers. At first, the very idea of a subset of content may seem strange coming from the already prolific culture machine founded in 1980 by Terry Jones, even more so something dubbed \u201cluxury\u201d. But Amuse has a very clear-cut\u00a0vision to entice\u00a0a\u00a0profusely digital generation: It\u2019s a get-away \u2013 a vacation from the pop\u00a0\u2013 trekking to the places tastemakers and creatives go to get inspired, with\u00a0said creatives along for the ride. Models.com spoke to Ravi to gain some insight into Amuse amidst its inauguration, plus an exclusive sneak peek of episode 2 of \u201cHow it\u2019s Dunn\u201d with\u00a0supermodel Jourdan Dunn<\/a>.<\/p>\n