As an art form and a powerful vehicle for self-expression, fashion lends itself beautifully to visual content. While Instagram was quick to find ways to interact with brands in the fashion industry, YouTube was not as fast to adapt, but that is changing. Journalist, style expert and friend of fashion Derek Blasberg joined YouTube in June of 2018 as their first-ever head of fashion and beauty partnerships. A year later, the video giant is bringing high fashion to Gen Z with exclusive curated content.
According to Blasberg, YouTube’s /Fashion vertical aims to bring the best fashion and beauty content together in one location. Highlighting existing creators and new partnerships, /Fashion gives viewers behind-the-scenes looks into the world of couture through industry collaborations, runway live streams and vlogs from major players in the business of fashion.
Before Blasberg, fashion brands interested in YouTube did not have anyone to consult or support their goals on the platform. Now, Blasberg is finding ways to connect brands, publications, models and content creators, bringing loyal YouTube watchers to fashion and fashion fans to YouTube.
The key to success on /Fashion? Brands need to think like creators, says Blasberg. Users come to YouTube for experiences they cannot get anywhere else, and for an industry that has a reputation for being glamorous and mysterious, fans crave a behind-the-scenes look. From the ateliers of Dior and Marc Jacobs to the lives of iconic it-girls like Alexa Chung and Naomi Campbell, /Fashion gives viewers an inside look into the real world of fashion.
Although they are both in the social media and technology space, YouTube is not trying to come for Instagram; what they really want is to replace television. YouTube is the long-form video complement to Instagram’s easily-digestible clips and photos of fashion moments. Bringing live events, brand sneak-peeks and personal vlogs to one place, /Fashion is quickly becoming the go-to destination for digital fashion content.
What is your favorite way to interact with fashion content? Are you excited about the /Fashion vertical? Who do you want to see on /Fashion? Share your thoughts below!