Viacom International Media Networks (VIMN) has unveiled its plans to launch District MTV, an international digital fashion and style platform in the UK, Italy, France, Germany and Spain.
The site will launch in October and be extended to include a mobile site later in the year.
Targeted at style-savvy 18-to-34-year-olds, District MTV will leverage MTV’s connections to music, fashion and pop culture to discover, explore and share the latest trends around the globe. It also offers brands a unique platform to connect with music and fashion fans.
“MTV has always had a strong influence on style, fashion and trends. With this longstanding heritage, it makes sense for us to enter this space and launch a new conversation with a style-focused audience that celebrates the integral connection between music and fashion,” said Philip O’Ferrall, senior VP, VIMN, Digital.
District MTV will showcase celebrity style past and present, with tips on how to recreate their looks, and provide behind the scenes access to MTV awards shows, TV shows, music video shoots and international fashion shows.
It will also feature personal stories from some of today’s biggest celebrities and their stylists explaining the evolution of their look for live shows and events from conception to creation.
Alongside celebrity style, District MTV will also showcase emerging designers and the hottest street trends from around the world, providing fans with the opportunity to contribute and collaborate by sharing their fashion inspirations and opinions.
Regular features of the website will include ‘The Daily Drop ‘ news alert, ‘Look Look ‘ look of the day poll, ‘ Famous Friends ‘ star-on-star interviews, upcoming events, ‘ New Talent Time ‘ profiles of up and coming designers, icons, artists and video makers, beauty and style how to videos, ‘ This is my Jam ‘ playlists, celebrity guest editor takeovers, and ‘Inner Space,’ which tracks stars and style leaders in their own homes.
Viacom International Media Networks (VIMN), a unit of Viacom Inc. (NASDAQ: VIA, VIAB), is comprised of multimedia entertainment brands, including MTV, Nickelodeon, Comedy Central, BET, Paramount Channel, VH1, VIVA, COLORS, Game One and Tr3s: MTV, Música y Más.