Vice Media, the youth-focused media brand and content creation studio, acquired a majority stake in Starworks Group (SWG), upping its fashion ante. The companies are positioning the news as a partnership to unite the global youth audience of Vice with SWG’s fashion, beauty, and entertainment expertise. The financial specifics weren’t disclosed, and SWG will continue to independently manage its portfolio of existing global clients.
“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 press release. “We’ve long admired James [Grant, CEO and co-founder] 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.”
“This partnership evolves the antiquated fashion agencies model,” added Grant. ”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 was co-founded in 2000 by Grant and Alana Varel, and has become a main player in the fashion industry, having spearheaded projects for clients including Kenzo, Calvin Klein, GUESS, Chanel Beauty, L’Oreal, and others.