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From the 11th Annual Shorty Awards

What the Fashion

Finalist in Snapchat Discover Story

Gold Honor in Snapchat Presence


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.

Strategy and Execution

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.


Video for What the Fashion

Entrant Company / Organization Name

E! Entertainment

Entry Credits