Disney Pays YouTube Stars to Promote Fashion Wares – Variety
Disney has recruited YouTube beauty and fashion vloggers LaurDIY, Meredith Foster, Jaleesa Moses and Lucy & Lydia for a new travelogue series aimed at pushing sales of its clothing lines and other merch.
The five-part series, “Destination: Disney Style,” comes from Disney Consumer Products and Interactive Media, the division the company formed last year that combines its consumer products group and Disney Interactive games and digital media unit.
“Destination: Disney Style” launches on the Disney Style YouTube channel on Tuesday, Aug. 2, with new episodes slated to premiere every Tuesday at 10 a.m. Pacific through the rest of the month. The segments are hosted by YouTube influencers Meredith Foster (4.5 million subscribers), LaurDIY (3.9 million), Jaleesa Moses (926,000) and British identical twins Lucy & Lydia (259,000).
In the first episode, LaurDIY (Toronto-based Lauren Riihimaki) travels to Tokyo to explore Disney street style, the Tsum Tsum plushie phenomenon, Disney Expo Japan 2016 and the Tokyo Disney Resort.
“From the catwalk in Shanghai to the sidewalk in New York, this new series sees YouTube’s biggest fashion stars explore what Disney style means around the globe,” said Josh Silverman, executive VP of global licensing at Disney Consumer Products and Interactive Media.
Upcoming episodes will bring the YouTubers to different international cities to highlight Disney products:
- “Shanghai Fashion Week” (Aug. 9): Jaleesa Moses gets a front-row seat for the shows featuring Minnie Mouse-inspired designs from Chinese fashion designers Ji Cheng, Lulu Han, Makin Ma and Cindy Soong;
- “Disney x Coach,” New York (Aug. 16): Meredith Foster meets the creative team behind the Mickey Mouse collection and where it’s popping up in NYC street style;
- “London Calling” (Aug. 23): U.K.-based duo Lucy & Lydia are on the VIP list for the launch of the Disney x Cath Kidston collection and explore British Disney street style
- “Finding Pixar Fashion” (Aug. 30): LaurDIY provides an early look at the upcoming Disney-Pixar x Forever 21 collection.
Formed in 2013, Disney Style has more than 1.8 million followers across social media and 1.7 million unique monthly viewers to the Disney Style blog, which offers news and features about the company’s fashion products.
Pictured above: YouTube star LaurDIY (Lauren Riihimaki) hits Tokyo in “Destination: Disney Style.”