Beams made from thin-walled elements, whilst very efficient in terms of the structural strength and stiffness to weight ratios, can be susceptible to highly complex instability phenomena. A nonlinear analytical formulation based on variational principles for the ubiquitous I-beam with thin flanges under uniform bending is presented. The resulting system of differential and integral equations are solved using numerical continuation techniques such that the response far into the post-buckling range can be portrayed. The interaction between global lateral-torsional buckling of the beam and local buckling of the flange plate is found to oblige the buckling deformation to localize initially at the beam midspan with subsequent cellular buckling (snaking) being predicted theoretically for the first time. Solutions from the model compare very favourably with a series of classic experiments and some newly conducted tests which also exhibit the predicted sequence of localized followed by cellular buckling.