Ashley Tisdale wants women in their 20s and 30s to know it's OK to be a hot mess.
The star of TBS' barbershop sitcom Clipped (and executive producer of ABC Family's Young & Hungry) is the latest celebrity to partner with Digital Media Management in the launch of her own editorial website, TheHauteMess.com.
DMM's media network, DMedia, will operate the site, which will prominently feature Tisdale and a roster of 25 content creators. The site, which launched Wednesday afternoon, will roll out new creators weekly; the plan is for 100 by the end of the year. "Part of it will be my blogging, but it's an editorial site," Tisdale told Adweek, who described the mission as "women empowering, where we get to learn together." The site's content will be amplified across various social media channels with the #ImAHauteMess hashtag.
In her welcome page, Tisdale says she wants to stand apart from those "perfect-type" websites. "There are so many times in my life where I literally stop and say 'omg, I'm such a hot mess right now,' and I always feel like 'if only I had my shit together.' But that's what life is about, learning how to make your own way and embracing the haute mess in all of us."
Tisdale has been working with DMM on the site for the past 18 months. She had been thinking about starting a blog and entering the lifestyle space as a means to further connect with her 20 million mostly-female social media followers. "I started to see other actors doing it," she said.
The Haute Mess will look for opportunities to partner with advertisers. The site also includes several "shop the post" sections where readers can purchase products featured in an article, from retailers including Sephora, Amazon and J.Crew.
Tisdale's is the latest celebrity website for DMedia, which also operates Felicity Huffman's mom-centric WhatTheFlicka.com. "This is starting to be our wheelhouse," said Luigi Picarazzi, DMM's CEO. "The female space has a lot of different verticals such as 'mom' and 'health/fitness.'" Picarazzi expects to add another site by the end of the year.