YouTube has hired veteran fashion journalist and author Derek Blasberg to oversee the launch of a new division dedicated to fashion and beauty partnerships.

In this role, Blasberg will cultivate relationships between YouTube and high-profile figures and brands within the fashion and beauty industries, according to Business Of Fashion, so that they use the platform more optimally and with greater frequency. He will be based in New York and report to Kelly Merryman, YouTube’s vice president of content partnerships. Blasberg will not be tasked with forging sponsored deals between brands and YouTube creators, noted Business Of Fashion, as that responsibility exists within a different division of the company.

Blasberg formerly served as host of CNN Style for two years. In addition to his role at YouTube, he will continue to serve as a contributing editor at Vanity Fair. Business Of Fashion notes that Instagram made a similar hire in 2015 with fashion luminary Eva Chen. Chen, who formerly served as the editor -in-chief of Lucky, now helps Instagram forge relationships with fashion notables.

“I’m looking forward to bridging the world of YouTube creators with the global style and beauty industries in this newly created role and department,” Blasberg said in a statement. Added Merryman: “In this newly created role, Derek will collaborate with our incredible creators and diverse portfolio of brands to achieve even more success.”

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