Digital media brand Buro 24/7 has purchased a majority stake in fashion magazine System.

The two brands will now be merged, with shared teams, resources and a unified brand identity. Buro 24/7 will also be moving their headquarters from Moscow to London.

Buro 24/7 founder Miroslava Duma has said of the partnership:

“This decision came very organically because our skill sets 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.”

It should be interesting to see how both brands develop in this new partnership. Stay tuned!