The videos, filmed at YouTube Space NY, will task vloggers with recreating various looks seen on the runway. Kloss will host the Vogue Beauty Challenge at the Vogue studio, where Vogue beauty editors will select the runway looks to be recreated; Aldridge will host at the Teen Vogue Studio, where vloggers will be challenged to recreate runway looks for less than $200.
Participating bloggers include Amanda Steele, of MakeupbyMandy24 (2.5 million subscribers); Rachel Levin of RCLBeauty101 (4 million); Fleur De Force (1.1 million); Ann Le, of Anneorshine (1 million) and Chloe Morello (1 million).
Head of YouTube Space N.Y. Adam Relis said that “by working with Condé Nast Entertainment, Vogue and Teen Vogue on pushing the creative envelope for celebrating fashion off the runways, we hope to help empower the next generation of trendsetters.” YouTube Space N.Y. opened in November; it is one of six such production facilities worldwide that offers free space and equipment to qualifying vloggers.
Teen Vogue editor in chief Amy Astley said that she hoped this project would offer digital access to New York Fashion Week in a way that’s engaging, interactive and creative. Teen Vogue has 14 social media platforms and has almost 340,000 subscribers to its YouTube channel. “We are always looking for new and innovative ways to create interesting, multiplatform content,” Astley said.
The videos, which will air through Sept. 17, will be available on Vogue and Teen Vogue’s YouTube channels, each creator’s channel and the CNE digital video storytelling platform called The Scene. Vogue and Teen Vogue will also create original content for their channels centered around Fashion Week during the coming weeks, and for her part, Kloss last month launched her own YouTube channel, Klossy, as a way to document her life for her 200,000 subscribers (and growing).