Cosmetics brand Maybelline joined forces with StyleHaul to create and produce Vanity, the multi-channel network's first scripted series. The fashion, style and lifestyle video destination with over 6,000 YouTube creators on its roster announced both the partnership and series today at its NewFront presentation in New York.
Former Bond Girl Denise Richards, along with model Karrueche Tran and Inbetweeners alum Alex Frnka star in a dozen 11-minute episodes that will air weekly beginning June 11. The series, StyleHaul hopes, will showcase its ability to work with best-in-class brands and partners to create meaningful content for its core audience.
Vanity won't be StyleHaul's first foray into the mainstream. Recently, in partnership with Samuel Goldwyn Films, StyleHaul acquired Fresh Dressed, a documentary exploring the role of fashion in hip-hop culture that premiered at this year's Sundance Film Festival. Featuring Pharrell Williams, Kanye West, Givenchy's Riccardo Tisci and Vogue's André Leon Talley, the film will soon be released in theaters, and appear on CNN and Vimeo On Demand.
But StyleHaul's interest in underground fashion isn't limited to celebrity circles. In a new Sean Avery and James Cox project, StyleHaul chronicles the creation of a yet-to-be-released clothing line born from Instagram and a few fashion-forward New York kids.
Unrelated to the programming lineup, the site has named former Beautycounter and J. Crew marketing exec Tracy Crane as CMO. Crane will spearhead, among other initiatives, the rollout of StyleHaul's new social platform, StyleHaul Society, which will feature branded, live product demos by the site's top talent.