Digital media company Supergravity — which produces and distributes influencer-led feature films and also houses a talent management company called Red Sun Entertainment as well as an Antigravity marketing division — announced today its latest expansion: a Snapchat street fashion channel called Andromeda.AF.
The channel, which has been in the works since AwesomenessTV’s founding CMO Margaret Laney joined the company in June, has been operating in stealth mode for a month and will subsequently expand to additional platforms. Andromeda currently operates Instagram, Twitter, and Facebook accounts. It represents Supergravity’s “first of many steps into owned and operated digital channels,” the company said in a press release.
Andromeda.AF will feature original fashion content being produced by influencers, fashion bloggers, and stylists across the globe. Creators hand-picked to contribute to the channel include: Jamie Bock and Sophie Ludel of Los Angeles, London’s Claudia Parrinello, Jomario Jakes of New York City, Elrico Bellingan of Cape Town, and Renata Varsallona in Paris. Working as photojournalists, these creators will capture the looks of stylish trendsetters on their local streets, share stopmotion looks of the day, present interviews with notable fashion voices, and develop thematic series based around fashion trends.
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“With 10 billion daily views, Snapchat stories presents an intriguing platform within which to launch a lifestyle entertainment brand,” Laney, who serves as president of Antigravity, said in a statement. “Producing content primarily for this ephemeral messaging platform is just the beginning.”
Added Supergravity co-founder Marc Hustvedt, (who is also a co-founder of Tubefilter): “Street fashion is all about real people and their looks in real-time. There’s something so personal about it, and Andromeda captures that personal expression with an in-the-moment experience unlike any other fashion outlet.”
Following its official launch today, Andromeda.AF will “continue to grow as both a lifestyle brand and a storefront,” Supergravity says.
