Viacom International Media Networks has unveiled plans to launch District MTV, an international digital fashion and style platform in the UK, Italy, France, Germany and Spain. The site will launch in October and be extended to include a mobile site later in the year.
Targeted at style-savvy 18-to-34-year-olds, District MTV will leverage MTV’s unique connections to music, fashion and pop culture to discover, explore and share the latest trends around the globe. It also offers brands a unique platform to connect with music and fashion fans.
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.”
District MTV launches with a fashion-insider editorial team, including ex-Huffington Post senior editor Melanie Hick as editor-in-chief, trend director Helen Job, whose former roles have included heading up youth culture and lifestyle at Stylesight as well as content head at WGSN US, and author and former contributing editor of Nowness and Dazed & Confused, William Oliver as editor.
The team will pursue an editorial mission to take full advantage of MTV’s iconic, boundary pushing music heritage by opening up its archives to explore the longstanding relationship between music and fashion, as well as pop culture, global trends and new sources of inspiration. District MTV will showcase celebrity style past and present, with tips on how to recreate their looks, and provide unprecedented behind the scenes access to MTV awards shows, TV shows, music video shoots and international fashion shows. It will also feature personal stories from some of today’s biggest celebrities and their stylists explaining the evolution of their look for live shows and events from conception to creation.
Alongside celebrity style, District MTV will also showcase emerging designers and the hottest street trends from around the world, providing fans with the opportunity to contribute and collaborate by sharing their fashion inspirations and opinions.
Regular features of the website will include ‘The Daily Drop’ news alert, ‘Look Look’ look of the day poll, ‘Famous Friends’ star-on-star interviews, upcoming events, ‘New Talent Time’ profiles of up and coming designers, icons, artists and video makers, beauty and style how to videos, ‘This is my Jam’ playlists, celebrity guest editor takeovers, and ‘Inner Space,’ which tracks stars and style leaders in their own homes.
“Our research confirms that our target audience sees a natural synergy between music and fashion and therefore MTV and fashion*. District MTV is the home of ‘pop style’, a discovery-site for those seeking inspiration within music, style and pop culture” added O’Ferrall.