YouTube has linked up with buzzy vlogger Emma Chamberlain as it continues to ramp up its presence in the world of high fashion.
The 17-year-old, who counts 7.1 million subscribers, jetted to Paris last week courtesy of YouTube and Louis Vuitton to attend the famed fashion brand’s Fall/Winter show. While it doesn’t appear as though Chamberlain was paid to promote Louis Vuitton, she did chronicle her first Fashion Week experience on social media, including photos of herself sightseeing in Paris while decked out in items from the famed luxury house. “Um I don’t know how this actually happened but thank you Louis Vuitton and YouTube for having me,” Chamberlain wrote on Instagram. “I had the best time ever. Hopefully I’ll be back someday.”
Chamberlain, who is beloved for her own quirky fashion sense, has previously delved into the clothing business with High Key, a limited collaboration with the shopping app Dote. She also vends her own merch alongside manufacturer Mad Merch.
Last June, YouTube hired fashion luminary Derek Blasberg to oversee its fashion and beauty partnerships. At Paris Fashion Week in September, YouTube and Blasberg hosted a star-studded cocktail party to herald the video giant’s foray. Subsequently, Blasberg has courted several traditional fashion luminaries, including Victoria Beckham, to create their own YouTube channels.
YouTube has previously orchestrated collaborations between fashion brands and native creators. In October, YouTube joined forces with luxury house Christian Dior to give seven vloggers unprecedented access to the brand’s Spring/Summer 2019 show — which they then shared with their 24 million subscribers, collectively. Participants included Tanya Burr, Wengie, and Jackie Aina.