About a year ago, premium fashion network StyleHaul secured $4.4 million in funding to beef up its online video network and YouTube channel. Since then, the investment has paid dividends, as the ‘Machinima of fashion/style’ has seen its YouTube following balloon to more than 226 thousand subscribers. Now, one of the content farm’s most popular creative teams is leaving the nest. Leaf TV, an operation started by bloggers Geri Hirsch and Erin Falconer, is breaking off from StyleHaul to form a distinct YouTube channel.
According to Falconer, Leaf TV’s strong base on StyleHaul made a unique channel a possibility. “After launching our first and second series with SH, we had such tremendous feedback and engagement, we knew very quickly we had an excited audience on YouTube.” she said. “Creating our own channel felt like a natural extension.” The two series Falconer refers to are the generic “Leaf Series” and the more focused “How To Host Your Own Holiday Party“. Both saw good reach, with 13 Leaf TV videos eclipsing six digit views on YouTube; said videos accounted for a healthy portion of StyleHaul’s 16.5 million total YouTube views.
The new channel will encompass a wider variety of subjects than what was covered on StyleHaul. “The content we have partnered with SH on has been predominantly fashion and beauty.” said Falconer. “LEAF stands for Living, Eating & Fashion, so for our own channel, you can expect not only fashion but a ton of cooking videos (featuring recipes & skills) as well as home decor and lifestyle videos.”
Still, the LEAF hopes to continue a close relationship with StyleHaul. “It was always the plan to develop a premium LEAF show for StyleHaul and to also build a full tutorial platform.” said StyleHaul CEO Stephanie Horbaczewski. “Geri and Erin have a fantastic vision for the brand and through our network we will be able to cross-promote and amplify that vision.” Falconer concurred. “Stephanie and her team have always been really supportive of our long term goals as a brand,” she said. With that mindset, it’s clear StyleHaul and Leaf TV are gunning to become the Daily Show and Colbert Report of YouTube style and fashion videos.