Pret-a-Reporter

Vice Media Acquires Fashion and Beauty Agency Starworks Group

@starworksgroup/Instagram

SWG will continue to operate as a stand-alone unit with offices in Los Angeles, New York and London.

Vice Media, the media brand and content creation studio that's all about youth, has partnered with Starworks Group (SWG), a fashion and beauty agency, the companies announced late Thursday. Vice also has acquired a majority stake in SWG. Financial details were not disclosed.

The affiliation will "transform brands through content-driven strategies, guided by real-time data and consumer insights, and amplified through a best in class global media network," according to a press release. In addition, it puts Vice at the forefront of the fashion and beauty world as it continues to build its empire.

"This partnership evolves the antiquated fashion agencies model," said SWG co-founder and CEO James Grant, who founded the company with Alana Varel in 2000. "The market has fundamentally changed. Youth are driving global consumer culture. Consumers know what they like, but brands are confused about how to give it to them. Our collaboration, created in response to market needs, brings everyone together; connecting old dots with new through a simple, transparent solution that gives everyone what they want."

SWG's recent projects include communications partnerships for Ivy Park, Farfetch, Roksanda and Kenzo; talent partnerships with H&M, Tiffany & Co. and Tod's Group; and strategic partnerships for Calvin Klein's #mycalvins and Guess Originals x A$AP Rocky.

The agency also reps celebrity stylists Joseph Cassell (who works with Taylor Swift) and Christian Classen (Selena Gomez and Hailee Steinfeld); makeup artists Molly R. Stern (Reese Witherspoon) and Rachel Goodwin (Brie Larson); and hairstylists Mark Townsend (the Olsens) and Mara Roszak (Brie Larson).

"The fashion industry contains incredible creativity, but in many ways is stuck in the past," Andrew Creighton, co-president of Vice Media, said in a statement. "We’ve long admired James and his team at SWG’s passion and vision to create a new business platform that represents today's consumer. Together, we’ll bring that vision to life through insights, data, innovation and the best content in the world."

SWG will continue to operate as a stand-alone unit with offices in Los Angeles, New York and London.

Vice's move brings to mind last year's IMG | WME acquisition of The Wall Group agency.

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