Susanna Lau, the London-based fashion blogger turned editor, has been appointed digital editorial director of System magazine. The hire comes as System owner Mike Obenson aims to transform what began as a bi-annual print title with insider cred into a global media brand with a more robust offering.

Obenson launched System Beauty in late 2022 and more recently soft-launched System Stories, a video-driven platform that will officially debut later this year. A few months ago, System hired i-D magazine’s head of video content, Fiona Hartley, to the role of digital director.

Lau, known online as Susie Bubble, was part of the first wave of digital creators to shake up fashion media in the mid-2000s. She rose to prominence following the launch of her “Style Bubble” blog in 2006 and was the editor of Dazed Digital between 2008 and 2010.

“After a decade of floating free, I’m very excited to join a publication that has held the fashion industry up to its creative mirror by asking the most potent of questions to its best protagonists,” Lau said.

Alongside her work for System, Lau will continue to work with clients including Gucci, Prada and Dior, and contribute to titles such as Perfect Magazine, Pop and The Business of Fashion.

Learn more:

System Magazine Launches New Bi-Annual Beauty Publication

The beauty push is part of a wider strategy by CEO and publishing director Mike Obenson to turn System from a single print product into a broader media proposition.