YouTube, but make it fashion!
This month, LOVE Magazine is launching a moving images issue on YouTube with over 50 videos featuring David Beckham, Kate Moss, Cara Delevingne, Kaia Gerber, Bella Hadid, Paris Jackson, Uma Thurman, and many more members of LOVE’s “extended family of models, actors, and creatives.” It’s the first instance of a fashion print magazine migrating entirely to a moving-image medium. It’s also the first major original content project to be launched in collaboration with YouTube’s new fashion and beauty vertical, led by Derek Blasberg.
“When I joined YouTube to launch its fashion vertical earlier this year, the first person I called was Katie Grand,” said Blasberg, who assumed the role of director of YouTube Fashion and Beauty in June. “The world of LOVE transcends its medium: you know a LOVE image whether you see it in print, on your phone, or on your laptop. Today, I’m incredibly excited to play a part in rolling out LOVE’s family video portraits, which are an amalgamation of fashion, video and, in many cases, insight and discovery into our favourite people. YouTube has long prided itself on being a home of stylish expression.”’
The project is a close collaboration between LOVE’s editor in chief Katie Grand; directors Call This Number (aka Steve Mackey and Douglas Hart), who shot the films in London and New York using vintage analogue video equipment; makeup artist Pat McGrath; and hair stylist Syd Hayes. “We used our tube video cameras to capture spontaneous portraits of LOVE’s assembled cast as they moved, strutted and danced around the studio, mixing and editing the images live,” said Mackey.
‘This is a revolutionary step for the magazine format,” said Grand, “a moving version of what was traditionally known as a magazine. We couldn’t have done it without YouTube and none of us could have done it without the support of the talents and the team. It’s clear that video is now the primary medium through which audiences enjoy fashion, and YouTube was our first choice of partner as it leads the medium.”
The videos are rolling out on LOVE’s YouTube page throughout the month, with a related print edition scheduled to hit newsstands in January 2019.