YouTube Cozies Up To Fashion Retailers, Brands With New Destination

YouTube has launched a front row seat to fashion and style. The company on Thursday introduced a vertical on the video platform featuring original style and content from the biggest names in the industry.

YouTube Fashion highlights videos from fashion and beauty creators, industry professionals, publishers, and luxury fashion brands, with collections that will change. The most recent include collections from Haute Couture, Oscar de la Renta and Balmain.

The site is the brainchild of CNN Style host Derek Blasberg. YouTube hired Derek last summer as the head of fashion and beauty partnerships. It wasn’t long before he noticed that the number of Fashion & Beauty channels on YouTube grew more than six times from 2014 to 2018, generating billions of views in the last year alone.

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Blasberg and his team call the new destination “slash fashion.”

“We’ll be working over the coming months to bring more international voices to the page and to localize for global markets,” he wrote in a blog post.

The site is loaded with how-to tutorials, career portals, and information on industry collaborations. For example, Louis Vuitton teamed up with Emma Chamberlain and the Dolan Twins. Dior invited Wengie, Merrell Twins, Dulceida and Juanpa Zurita to their shows to create fashion content.

For now the section is dedicated to creators such as Camila Coelho, Jenn Im, and Safiya Nygaard, along with brands Gucci, Dior, Ralph Lauren, and Louis Vuitton. Publications include LOVE Magazine and British Vogue.

The site will live stream the latest collections from the runway, including Ralph Lauren, Michael Kors, Dior and others. The site will cover behind-the-scenes action, with “Stories of Style,” giving site visitors an inside look into the industry with content from favorite designers.

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