- Danielle Wightman-Stone |
London - Global youth media group Vice Media has acquired a controlling stake in fashion and beauty brand development and creative agency Starworks Group that will create a “one of a kind brand development and media offering”.
The financial details of the agreement were not disclosed just that the strategic partnership would “transform brands through content-driven strategies, guided by real-time data and consumer insights, and amplified through a best in class global media network”.
In a statement, Vice said that it will allow Starworks to expand into key markets and cities while working closely with Vice agencies Virtue Worldwide, Carrot and Pulse across strategy, digital and content creation. Starworks will also continue to represent its global clients, which includes Calvin Klein, Ivy Park, Kenzo and Farfetch, independent of its Vice partnership.
Vice Media co-president, Andrew Creighton, said: “"The fashion industry contains incredible creativity, but in many ways is stuck in the past. We’ve long admired James [Grant Starworks chief exectuive] and his team at SWG’s passion and vision to create a new business platform that represents today's consumer. Together, we’ll bring that vision to life through insights, data, innovation and the best content in the world.”
Vice Media continues to build empire with Starworks acquisition
"This partnership evolves the antiquated fashion agencies model," said Starworks co-founder and chief executive James Grant, who founded the company with Alana Varel in 2000. "The market has fundamentally changed. Youth are driving global consumer culture. Consumers know what they like, but brands are confused about how to give it to them.”
Grant added: “Our collaboration, created in response to market needs, brings everyone together; connecting old dots with new through a simple, transparent solution that gives everyone what they want.”
Vice specialises in media for the Millennial market, consumers aged 18-35. It was launched in 1994 and now operates in more than 30 countries and distributes programming across digital, linear, mobile, film and social networks. It includes an international network of digital channels, a TV and feature film production studio, a magazine - i-D, a record label, an in-house creative services agency, a book-publishing division and a TV network, Viceland in partnership with A&E.
Starworks specialises in bringing fashion and beauty brands together with the entertainment industry, with offices in London, New York, and Los Angeles. It has three divisions Starworks Fashion, Starworks Beauty and Starworks Talent. Its talent division represents a number of celebrity fashion stylists including Joseph Cassell, who works with Taylor Swift.
Image: Starworks Twitter