As the new, Millennial take on the E! linear franchise FASHION POLICE, "WHAT THE FASHION" strives to become the go-to show for celebrity fashion for a mobile-first audience. With a 48-hour window from filming to delivery, the show aspires to stay as topical as possible with an extensive research and prep process for photos and graphics. Our challenge week after week is to deliver a topical episode with an incredibly tight turnaround while maintaining and improving our show's quality, which we have been able to achieve every week since its launch in January of 2017. Our main goal is to grow our loyal audience and time spent with our show. We also hope to continue to expand our brand beyond Snapchat onto platforms such as YouTube, Instagram etc. Additionally, we hope to expand our brand beyond digital platforms and bring WHAT THE FASHION to linear television for a new audience.
- Created for Snapchat, and available on YouTube and Twitter WHAT THE FASHHION is hosted by our vivacious co-hosts; E!'s very own Morgan Stewart and Zuri Hall along with comedian Justin Martindale dish on WTF celebrities are wearing and most importantly, why?! This topical original series finds our hosts enthusiastically discussing the most talked about fashion trends for the week. From the streets to the red carpet and everywhere in between discussions can range from down the middle segments to gamified segments.
- Some examples of down the middle segments include "Is This a Thing" and "Throwback Thursday" where our hosts question whether a particular trend is actually a thing or just a fad (i.e. veils) and celebrate #TBT where we discuss the resurrection of trends from the 2000s all the way to the Victorian Era. Gamified segment fan favorites include "Classy or Trashy" and "Black Card or Gift Card," where we make the ultimate decision on whether a particular trend, such as crop tops, are actually classy or straight up garbage, and test our hosts' knowledge on how much our celebrities' outfits actually cost. Supported with dynamic visuals and specialty graphics, each segment allows our hosts to dissect and critique the most talked about fashion trend for that week and unapologetically decide if it's something that should be donned fashion, or if it should be put to bed forever.
While viewers expand their fashion knowledge, our hosts bring a one-of-a-kind angle to the show with comparative commentary and spot-on comedic timing. Viewers return each week to see which new events and trends the three vibrant co-hosts will cover. Other social outreach includes BTS clips and promotional trailers pushed out through our
Instagram account as well as across E! Entertainment's O&O social channels.
WHAT THE FASHION has been nominated for a Digiday Award for "Best Use of Social" and averages 3.3 million unique viewers per episode on Snapchat in 2018. Time spent per user has increased 14% from Q3 to Q4 and since its launch in January 2018 gained a total of 30.5MM US unique viewers and 40.6MM Global unique viewers and 1.5M US subscribers and 92% of US viewers are under the age of 35 years old. WHAT THE FASHION's three NYFW Twitter Live episodes ranged from 800k – 1M views. These episodes ranked 9th, 10th and 11th for the history of E! News' Twitter video.
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