By Jessica Schiffer.
AwesomenessTV, the digital media company that began as a multi-channel network on YouTube in 2012, is collaborating with fashion and beauty brands on one-off content series geared toward its lucrative Gen Z audience.
Since 2014, the company has worked with Kohl’s, Old Navy and CoverGirl on five separate initiatives — Hollister is the latest brand hoping to capitalize on its impressive reach. AwesomenessTV, which is co-owned by Dreamworks Animation and Verizon Hearst Media Partners, boasts over 4.6 million YouTube subscribers across 90,000 channels and is said to have generated over 17 billion lifetime views.
On Saturday, the Abercrombie & Fitch–owned Hollister launched a 24 episode docu-series on the platform titled “This Is Summer,” which follows a group of seven high school students as they navigate the school year and all of the extracurricular dramas that come with it. The outfits of the castmates, all by Hollister, will be made shoppable across the brand’s social channels.
Read more at Glossy.