Where does fashion reign supreme on social media? Well if your first thought was Instagram, you’re not alone. However, there’s another player you should consider. Fashion and beauty content on YouTube generated more than 169 billion views on YouTube last year. In fact, Fashion & Beauty channels on the site had grown more than 6x from 2014 to 2018. So why weren’t people associating fashion with YouTube?
The answer: Nobody likes to spend time searching for new content.
With that problem in mind, we sought out the goal to change the way fashion is digitally consumed by the world (yes, the world) and establish YouTube as a safe and chic home for fashion.
There would be some pre-existing perceptions of YouTube’s content to overcome but we were driven by the insight that the fashion world is more wide open than ever before. New voices and designers were creating a diversified fashion landscape that was shifting preconceived notions. And that played perfectly into the greatest advantage YouTube had: they were already the most diverse social platform in the world.
We set out to present YouTube as fashion’s most diverse runway and welcome the whole world to the new front row of fashion. Through highly targeted social content, influencer activations, and NYFW takeovers with some celebrity friends, the world was introduced to /Fashion, a fashion channel dedicated to showcasing the best and brightest style & beauty vloggers and celebrity talent with content ranging from live streams from the runway, inside looks into the fashion industry, behind-the-scenes video from fashion icons and more.
The channel gained nearly 1M subscribers and tens of millions of views in just 48 hours and amassed significant press coverage as the new destination to discover and binge fashion content.
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