Video services like YouTube have an obvious advantage for brands: it’s a cheap way to get millions of organic views for their video content. This is true for fashion brands, too.
For StyleHaul, the largest fashion and beauty network on YouTube with 6,500 influencers in its roster, the relationship between the two is interdependent. StyleHaul is developing an original series with BMG called Collide that showcases the convergence of fashion, beauty and music with artists like Grammy-award-winner Andra Day.
Collide will complement other new programming including an original documentary series on Pia Mia, the first-ever fashion director for Material Girl, Madonna’s juniors clothing line for Macy’s. StyleHaul is also dabbling in virtual reality with a VR-series based on the popular young adult book, “Free To Fall.”
StyleHaul has continued to stay ahead of the curve when it comes to branded video content. Last year, it announced a partnership with Amazon, establishing a deal with the online retailer to release short films around Amazon products, hosted by StyleHaul’s top influencers. As Media Kix reported, “with a large audience already established who trust what these personalities have to say, the strategic alliance between product and influencer can make the difference between whether a product sells or doesn’t.”
StyleHaul said video is central to its mission. It has four verticals — beauty, fashion, lifestyle and moms — and uploads 750 video assets a day with “hundreds of thousands of pieces of social content” according to Stephanie Horbaczewski, co-founder and president of StyleHaul. It will also soon create content for a new vertical about millennial moms.
“We create conversations and the community takes action on those,” Horbaczewski said at StyleHaul’s NewFront event on Tuesday. “We journey through people’s life phases, through learning about makeup and dealing with your skin as a teenager, to experimenting with trends and finally settling on your signature look.”
Mia Goldwyn, chief content officer at StyleHaul, said the company will continue to focus on content geared for the modern, versatile woman: “It’s not just about high fashion, it’s about relatable fashion. Ninety percent of the time you look at a magazine and you’re like that’s kind of cool but how the hell am I going to wear that in every day life? I think fashion and video are the perfect mix because it mixes the aspirational between what’s attainable.”
