Gravity Road

October 08, 2012 05:42 ET

FASH#TAG, a New Pop-Culture Fashion Channel is Launched by Gravity Road as Part of YouTube's UK Original Channels Initiative

LONDON, UNITED KINGDOM--(Marketwire - Oct. 8, 2012) -

FASH#TAG, a new channel aimed at fashion-savvy young women, is being launched by the creative content company Gravity Road.

Bauer Media's market-leading weekly glossy, Grazia, will be an exclusive editorial partner in the channel at launch, supplying mast-headed fashion programming and editorial talent.

After launching almost a hundred channels in the US, YouTube has announced plans to bring new original channels from the UK, France and Germany, created specifically for today's connected viewers, to its platform.

FASH#TAG will be a channel YouTube fans can physically visit, not just virtually watch. It will be located in the world's most famous fashion location: London's Carnaby St - a district synonymous with edgy street style & music. The channel will feature a fast moving mix of fashion need-to-knows & must-have celebrity news and entertainment.

Presenters include T4 face and model Laura Jackson, fashionista DJ Goldierocks (AKA Sam Hall) and new star in the making Lewis Taylor. Gravity Road has also assembled a network of successful YouTube fashion vloggers who will guest-feature in programming and cross-promote the channel's launch to their millions of subscribers.

GraziaDaily.co.uk will provide influential fashion news and a Grazia editorial team will deliver fashion, beauty and shopping expertise across the channel.

FASH#TAG has been launched to capitalize on a gap in the young women's UK media market, as identified by Gravity Road. Online shopping is now an entertainment pastime, evidenced by a new generation of media brands such as ASOS (now the most loved digital brand in the UK*). Yet the amount of quality original video focused in this area remains small.

Gravity Road will create an umbrella identity for FASH#TAG, with specific programming strands around shopping, style, beauty, fashion news and entertainment.

Founded just over a year ago; Gravity Road is one of the youngest companies to be part of YouTube's' UK original channel initiative. It will be looking to combine its entertainment and marketing expertise to develop FASH#TAG into a global fashion brand.

Mark Eaves, Founder at Gravity Road said, "London leads the world in fashion. Yet UK publishers & broadcasters have failed to embrace the passionate fashion fans that want fast, original & entertaining video that is social. But don't worry, FASH#TAG is here."

Abby Carvosso, managing director, Bauer Media lifestyle magazines, said: "Grazia has always been brave, bold and innovative and providing must-have fashion news for FASH#TAG continues that ethos as the brand moves onto new digital formats."

*research conducted by Tamar based on social media behaviour http://www.tamar.com/thinking/brand-love-25.

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