“Sometimes geeks can be chic,” said Vogue Editor In Chief Anna Wintour during her succinct acceptance speech at the Webby Awards last year.
This cheeky sentiment couldn’t be more accurate in this digital age, when readers are no longer limited to waiting for their style bibles to arrive on newsstands for their fashion fix each month. Bloggers and vloggers are springing up faster than fashionista’s can figure out how to pronounce “Prabal Gurung” these days. Meanwhile, a new crop of social media mavens are impacting the way fashion addicts view the latest trends.
Benni Leigh, the Head of Lifestyle at Maker Studios is one of the masterminds behind the YouTube hit, “Sh*t Fashion Girls Say,” a parody of “Sh*t Girls Say.”
“We were getting ready to do a soft launch of our style hub channel The Platform and right when we did that, ‘Sh*t Girls Say’ came out,” Leigh told The Hollywood Reporter. “So our team was like, ‘Should we do a sh*t fashion girls say?’ and I said ‘Yeah, I don’t see why we shouldn’t, lets do it!’”
“Sh*t Fashion Girls Say,” premiered on the fashion content driven YouTube channel The Platform, which is owned by Maker Studios on January 13, and has amassed over 1 million views. Success of the viral video has led to a weekly segment called “P’Trique, C’est Chic” that airs a new episode each Thursday. The original program reprises the role of The Fashion Girl’s star P’Trique, a delightfully bearded blonde with a fishtail braid and occasional bangs if she’s feeling brave.
Although fashion hauses have begun posting their runway videos online, P’Trique offers audiences a rundown of what’s on the runway and red carpet in a digestible format so viewers don’t need to crawl the internet in search of the most up to date styles.
“Ultimately we’re bridging the gap between the young audience that’s on youtube and engaging and bringing in a new woman in a mainstream fashion audience,” Leigh told THR. “It can be for girls who maybe don’t typically go to YouTube for entertainment and fashion news.”
In February The Platform also debuted The Fashion Statement, hosted by Amy Pham, which airs every Monday.
The Fashion Statement is a weekly insiders look at trends guided through the stylishly discerning eyes of Pham, who also offers inexpensive “Do-It-Yourself” tips and tricks.
“I feel like YouTube in general is a more interactive and appealing medium because it allows the viewer to voice their opinions and give feedback,” Pham said. “It also seems to make audiences more connected to the show, because the videos are more personable. Viewers can relate to our segments because it's from an accessible point of view.”
The creators behind The Platform have no intention of slowing down and plan to launch two more segments before the start of summer. A bi-weekly fashion comedy series Totes Amaze is expected to launch in April, and The 101, which will feature tutorials from industry experts every Wednesday will be available in May.
Audiences of the YouTube channel are encouraged to interact with the hosts of each segment by communicating through various social networking outlets by using hashtags like “#totesamaze” on Twitter, or by liking their Facebook page.
Ever the one to mix fashion with pop culture, P’Trique said, “In the words of the band MGMT, ‘The youth is starting to change. Are you starting to change? Are you?’”
E-mail: Shannon.Ma@thr.com; Twitter: @HelloShannonM