Derek Blasberg on YouTube's new platform /Fashion: 'there's a hunger for this type of content'

YouTube's Director of Fashion & Beauty hasn't only been brushing the shoulders of our favourite celebrities, he's also been working on the channel's latest baby
No stranger to rubbing shoulders with the fashion elite
Getty Images
Naomi May5 September 2019

YouTube is synonymous with several things: make-up videos created by blue tick-certified influencers, homemade videos of animals doing silly things, and retro episodes of TV shows from days gone by.

And, unless you’ve been living under a pop culture rock, or you’re perhaps not familiar with the platform, big changes have been perforating the online content channel.

These have been in the form of Vogue YouTube franchises (73 Questions, anyone?), it’s also encompassed the launch of personal celebrity YouTube channels (Naomi Campbell addressing those Jeffrey Epstein rumours on hers.), and brands like Dior and Ralph Lauren have begun to livestream their upcoming fashion week shows on the website.

This is no coincidence. Figures show that from 2014 to 2018 fashion and beauty creators on YouTube grew by 224 per cent and that's when the platform’s Fashion & Beauty Director, and friend-to-absolutely-anybody-who’s-anybody, Derek Blasberg, spotted a gap.

And thus, /Fashion, affectionately referred to amongst the Youtube team as Slash Fashion, a new destination for fashion content, was born.

By utilising Blasberg’s fashion clout, little black book and YouTube's monthly reach of 1.9billion viewers, its potential as a platform is colossal.

We caught up with Blasberg, the man behind this digital fashion revolution to find out more.

Why did you decide to set up a YouTube channel specifically for fashion?

Not to be nit-picky, but /Fashion is a vertical, not a channel. Hundreds of existing channels, including endemic creators, publications, and brands, populate the destination with their video content. When I joined the platform last summer, I saw the hunger from viewers who loved consuming content from the style community -- and I wanted to give them more, so /Fashion is the place where anyone seeking style content can find the latest runway looks, get inspiration for your seasonal wardrobe and just enjoy fashion.

Can users upload their own content to it, or is it solely curated and made by YouTube?

Of course! Creators are the heartbeat of YouTube, and with /Fashion we’ll be building a number of sections that showcase brilliant fashion content from individual creators, as well as brands, publishers and everyone else in the fashion world. The great thing about YouTube is that anyone can start a channel and upload content.

You'll be exclusively partnering with a select few brands, could this be seen as monopolising the ‘streaming market’?

Brands are a big part of the fashion world and my strategy with YouTube. But they’re only part of it: I’m also focused on collaborating with publishers (like Vogue) and professionals (like Naomi Campbell or Gucci Westman).

/Fashion is a place where all these voices coexist. One of the things I’ve really enjoyed about my role in the past year has been merging the worlds of creators and brands within the fashion and beauty world. Louis Vuitton worked with creator Emma Chamberlain, Dior invited The Merrell twins to their shows and everyone is creating content together.

How does /Fashion intend on making itself an ‘inclusive and diverse place’?

Anyone and everyone is invited. Just because you didn’t get a ticket doesn’t mean you’ll miss the show, we’ll be showing live streams during Fashion Month and will also be highlighting amazing, creative YouTube creators such as Camila Coehl, as well as Alexa Chung who joined the platform this year. Over the coming months we’re working to expand the platform and showcase more international voices and local trends.

What’s different about /Fashion to what YouTube has done before?

Well, to begin with, before I joined there was no fashion and beauty department at YouTube. Of course, there were creators who spoke to this community, but this is the first time YouTube has invested in this space - and I’m flattered they thought of me when they wanted to explore the fashion world! We’re making it easier for viewers to find the content they love to watch, as well as showcasing new creators and content they may not have previously discovered.

What’s the plan for /Fashion once fashion month is over?

Fashion never stops! There are holidays, awards seasons, and summer style tips. My friends and I have a saying, “It’s always fashion week somewhere.” Once we all take a well-deserved break after the madness of Fashion Month, we’ll be updating the platform constantly with fresh new content from brands and creators.

/Fashion is live now.

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