MTV to launch fashion-focused online spin-off

MTV is in the final stages of signing a commercial partner for the launch of a fashion-focused digital property called District MTV, which will go live online in October and on mobile later in the year.

Rita Ora: typifies today's MTV stars who fuse music and fashion (picture credit: Getty Images)
Rita Ora: typifies today's MTV stars who fuse music and fashion (picture credit: Getty Images)

District MTV is aimed at fashion savvy 18- to 34-year-olds in the UK, Italy, France, Germany and Spain. It will make use of MTV's existing connections to pop culture, music and fashion.

A spokeswoman for MTV parent Viacom International Media Networks said it was "in the final stages of signing a launch partner" for District MTV.

Editorial content will focus on celebrity style, with tips on how to recreate looks, videos from MTV network, and interviews with the celebrities and stylists themselves.

It will also showcase emerging designers and street style trends. Regular features on the website will include 'The Daily Drop' news alert, the 'Look Look' look-of-the-day poll, and 'This is my Jam' playlists.

Melanie Hick, former Huffington Post senior editor, as been appointed editor-in-chief, and former Dazed and Confused contributing editor William Oliver has been appointed editor.

Philip O’Ferrall, senior vice-president, Viacom International Media Networks, Digital, said: "MTV has always had a strong influence on style, fashion and trends. With this longstanding heritage, it makes sense for us to enter this space and launch a new conversation with a style-focused audience that celebrates the integral connection between music and fashion."

MTV recently signed up the perfume Emporio Armani Diamonds to be the headline partner of 'MTV Brand New For 2013', which is MTV UK's annual campaign to promote new music.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email