Snapchat parent company Snap has hired its first fashion editor.
Snap is looking to strengthen relationships with brands and creators in the fashion and beauty sectors, and they've enlisted the guidance of ex-accessories and special projects director at Vogue, Shelby Drummond.
Beginning mid-October, Drummond will become Snap's head of fashion and beauty partnerships, a role that has been created specifically to target these areas. She'll report to Lauren Gallo, head of talent partnerships at Snap.
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"We are thrilled to welcome Selby Drummond to the Snap family as our first-ever head of fashion and beauty partnerships," Snap VP of content Nick Bell said.
"Selby will lead all strategy and outreach efforts to support fashion designers, creators and influencers in those spaces, and will work closely with Snap's advertising and business solutions teams. She will also lead Snap's engagement efforts around major events in the fashion and beauty worlds.”
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It's a good time to focus on the fashion and beauty sectors; fashion is the largest revenue generator for Instagram this year, accounting for 33 per cent of all sponsored content on the platform.
However, Insta might not be the place to be for video content right now. Poor distribution and a lack of monetisation on IGTV has led some publishers to abandon ship.
While Snapchat may have experienced a drop in users due to some poor redesign, the video-focused platform with the support of a fashion expert could provide an alternative for disgruntled creators.