New Supergravity Snapchat series focuses on global street fashion
LOS ANGELES -- Supergravity, a Los Angeles-based digital production and distribution company, is taking street fashion to Snapchat.
The company on Tuesday officially launched a channel called ANDROMEDA.AF, marking Supergravity's first of many steps into owning and operating digital channels, Mashable has exclusively learned.
The channel, which is led by Antigravity President Margaret Laney, has had a soft launch for over a month.
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"The mission of the AF brand is to unite fashionistas, and people who care about fashion across the globe, to show there are these ways to connect people," told Mashable.
Original content, made by photojournalists across the globe, was produced on the ground in cities such as Nairobi, Paris, London, Los Angeles, New York and Cape Town.
The account will have new content uploaded daily, including segments such as capturing the looks of everyday, stylish trendsetters on the street, stopmotion looks of the day, interviews with notable fashion voices and thematic series’ on specific fashion trends.
Fashion has become a popular genre in digital entertainment, with many capitalizing on its global appeal.
Some of the most popular video bloggers -- who have millions of followers -- focus on lifestyle and fashion.
StyleHaul, a Los Angeles-based fashion and lifestyle digital network, boasts a network of 6,500 creators.
Earlier this month, Disney launched a YouTube travel and fashion series called Destination: Disney Style.
Supergravity felt Snapchat was the best place to launch the series because of its ability to attract eyeballs. Laney said the platform has 10 billion daily views, making it an "intriguing platform within which to launch a lifestyle entertainment brand."
For now, the goal of AF's Snapchat series is to showcase global fashion trends. However, Supergravity cofounders Max Benator said phase two of the series will be to make the Snapchat series a place where viewers can also purchase their favorite fashion trends that they are seeing.
"That’s something we’ll create and it will be available to them eventually," he told Mashable. "Ultimately, it’s about creating an entertaining experience, with great content at the core."
Supergravity also plans on eventually partnering with various emerging fashion brands as well as influencers.
Topics Snapchat
Saba was a Los Angeles-based reporter who covers all things digital entertainment, including YouTube, streaming services and digital influencers. Prior to that, she spent two years at the Los Angeles Times covering entertainment for the Calendar and Company Town sections. Saba grew up in Santa Monica and graduated from Boston University with a B.S. in journalism and B.A. in political science. When not reporting, she is usually binge watching shows online or looking for new coffee shops to frequent.
