When Derek Blasberg, director of YouTube Fashion and Beauty, announced in his blog that it’s an “exciting day for fashion fans”, we certainly weren’t expecting the news of a new home for fashion and beauty content from YouTube!
In his Google blog, Derek revealed that the single destination, YouTube.com/Fashion, or what he and his team informally named “slash fashion”, will “feature original content from the biggest names in the industry, as well as the popular content that users have come to expect from the world of YouTube”.
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Fashion has been one of the biggest categories on the video streaming platform, with the number of fashion and beauty channels grown over six-fold from 2014 to 2018 and generated billions of views in the last year alone. From fashion and beauty creators to industry professionals, each shelf will be chock-full of compelling videos to create an ultimate destination for style content that bridges both endemic creator community and the more traditional worlds of fashion and beauty.
One of the most thrilling parts is that viewers can most definitely anticipate collaborations between fashion brands and creators, including the likes of Louis Vuitton who teamed up with Emma Chamberlain and the Dolan Twins, and the Merrell Twins kicking their way into Dior’s show. The new vertical also aims to help established creators welcome new fashion professionals onto the platform, such as when RuPaul’s Drag Race winner Violet Chachki teamed up with Gigi Gorgeous for a makeup makeover.
Besides that, catching up on the latest happenings in the fashion industry is also made easier with the hub announcing that it’ll be live streaming the latest collections straight from the runway – just in time for the kickoff of September Fashion Month! Some of the brands viewers can watch out for include Ralph Lauren, Michael Kors and Dior! The hub will also sneak a peek of behind-the-scenes footages with “Stories of Style” to give viewers an inside look into the industry with content from fashion icons such as Alexander Wang and Alexa Chung.
While YouTube.com/Fashion is currently available in English only, Derek revealed that the team “will be working over the coming months to bring more international voices to the page and to localize for global markets”. Are you excited about the launch of this new hub?