The campaign starts tomorrow (17 September) with a series of videos covering fashion week events and interviews, with the tagline: "Brought to you by Rimmel London".
From Sunday, Glam Media will host a series of Rimmel London make-up styling videos using the brand’s slogan: "Get the London look".
The videos will be streamed across 40 Glam Media websites through a built-in London Fashion Week-themed video player.
The partnership, brokered by Omnicom media agency OMD UK, will then continue throughout the week, and will be extended to include activity for London Fashion Week in February next year.
Creative for the videos has been handled by Third Man Films.
Lisa Myers, head of creative solutions for Glam Media, said: "We are well-known within the media, but not necessarily known in the wider public. For us to partner with a brand that's as well known as Rimmel London, it's a great name to be associated with and will get us out there."
In May, Glam Media appointed Warner Brother's media strategist Malcolm Attwells as its new commercial director. The move follows Glam Media’s creation of a global sales team last year.