YouTube, having hired industry vet Derek Blasberg to lead a new division dedicated to fashion and beauty partnerships in June, was out in full force at Paris Fashion Week. (While YouTube is chock full of homegrown fashion and beauty creators, Blasberg’s role primarily consists of recruiting top brands and industry pros to create content for the platform).
In addition to hosting a star-studded bash with Victoria Beckham and Kendall Jenner, YouTube joined forces with luxury house Christian Dior and seven YouTube stars to furnish unprecedented access to the brand’s Spring/Summer 2019 fashion show (which, in turn, the creators shared with their 24 million collective subscribers).
Participating vloggers included U.K. creator-actress Tanya Burr, Australia-based DIY aficionado and emerging musician Wengie, beauty ace Jackie Aina (pictured above), Spanish vlogger Dulceida, English filmmaker Lucy Moon, and the Merrell Twins, who also have their own fashion label True IMG, according to WWD. In addition to being decked out in Dior and receiving backstage access to the runway show on Sept. 24, the creators also dined at an exclusive brunch at the Maison Christian Dior.
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Aina, Wengie, and The Merrell Twins are all repped by talent management firm Rare Global, and the twins told WWD that their video documenting the Paris trip will be up on their channel tomorrow. Burr’s video, on the other hand, was posted yesterday and can be seen above.
“One of the first things I wanted to do [when I came to YouTube] was close the gap between top-tier luxury brands and our ecosystem of YouTubers, and Dior was happy to be one of our first, exclusive partners,” Blasberg told WWD in a statement. “The content these creators have produced has been compelling, in part because it’s genuine, and a great model of what the future of digital fashion media can look like.”