Mass media company Condé Nast has just announced that they will be launching a new media brand at the end of this month, called simply Them.

It’s an unexpected move from a company, that in recent years has cutback significantly on their content production, folding many of their most well-known brands. Them is the first independent brand Condé Nast has launched in a decade. Them, however also has a unique angle. Business of Fashion describes the new brand as “a mission-driven, multi-platform, LGBTQ-focused publication.” Created by Teen Vogue and Allure digital editorial director Phillip Picardi, Them hopes to be a safe space for LGBTQ youth as well as non-LGBTQ allies to engage and learn about important issues in a thoughtful, authentic and personal way.

Speaking to Business of Fashion, Picardi said:

“It doesn’t matter what your background is, we’re hoping we can show you storytelling that proves that Them is about all of us.”

Them will launch in the last week of October and has already enlisted a selection of impressive launch partners including British heritage brand Burburry. Them represents an exciting new take both in terms of publishing and perspective. We can’t wait to see the content this new brand produces!