THIS IS THE STORY: In the ever-melding worlds of digital and fashion, the West Chelsea boutique Story has teamed up with the multi-platform teen-friendly media company AwesomenessTV to launch its latest retail concept Your Story, which runs through April 5.
Story, which continually overhauls its retail theme throughout the year, is now showcasing the stories of YouTube personalties Ingrid Nilsen, Amanda Steele, Sawyer Hartman and others with some of their favorite merchandise and special events. Nilsen, for example, went with a few BaubleBar bestsellers, and Meg DeAngelis opted for Dylan’s Candy Bar picks. Dylan’s founder Dylan Lauren will join DeAngelis for a candymaking special event at Story for shoppers and DIYer Brit Morin will launch her new book with 3D makeup printing with Mink founder Grace Choi. Your Story features a photo booth for the GIF app PHHHOTO so that visitors can project a selfie onto Your Story’s main wall. Through an ongoing partnership with Perch Interactive, a display will connect the six YouTubers’ video content with their favorite featured products.
AwesomenessTV’s global head of consumer products and retail Jim Fielding said, “Story provides us with an innovative opportunity to directly connect with our brand and influencers with our audience.