Snapchat has followed in the footsteps of Instagram and YouTube by appointing its first fashion editor. Selby Drummond, formerly of Vogue, will work on cultivating symbiotic relationships between brands and celebrities to produce more engagement with their audiences through Snapchat.
Her track record at Vogue includes working with brands such as Off-White and Kith on product collaborations.
The creation of the new fashion editor role at Snapchat coincides with a number of innovations aimed at attracting premium publishers and brands. These include unskippable ads and a private marketplace. Nick Bell, vice president of content at Snapchat, told The Drum: "We are thrilled to welcome Selby Drummond to the Snap family as our first-ever head of fashion and beauty partnerships. “Selby will lead all strategy and outreach efforts to support fashion designers, creators and influencers in those spaces, and will work closely with Snap's advertising and business solutions teams.”
Instagram has had a head of fashion partnerships since 2015, when it promoted Eva Chen to the role, while YouTube hired CNN Style host Derek Blasberg to lead its new fashion and beauty partnerships division in June this year.