Vice Media has signed a multiyear deal with Chanel Fragrance for a slate of sponsored videos and original editorial content.
According to the Brooklyn-based media company, the video content will launch on its fashion channel, i-D, at some point this year.
Although few details were made available, the content will explore “female creativity and self-expression through collaborations with remarkable women,” Vice said. The sponsored series will feature a range of creative women, not Chanel employees, it is understood.
Through the London-headquartered i-D, Vice has made a play for lucrative luxury advertisers, most of which are looking to reach the Millennial audience. In order to facilitate this, Vice launched Amuse, i-D’s video channel, last year.
At the time, i-D managing director Richard Martin said: “The luxury market hasn’t yet adapted to the new breed of digital-by-default consumers that has emerged in recent years. Amuse offers luxury in their own language and codes, through an interactive and beautifully designed platform that tells global stories.”
Vice, which purchased i-D in December 2012, has started investing more heavily in the fashion site, expanding into Asia and Europe and slowly building its team in New York. In September, it launched i-D France and indicated that it would cover Paris Fashion Week as well as the designers and brands whose ateliers are based in the French capital.
Original content for the Chanel Fragrance deal will be created by Vice and housed on i-D.co, as well as distributed across Vice’s network of channels.
The company said the partnership was facilitated by PLUS at WPP.