Digital Download: YouTube Ups Its Fashion Ante

LONDON — YouTube used to be a platform used solely for watching music videos — or funny animal clips — but it’s now polishing up and preparing to become a more dynamic space, filled with sophisticated fashion and beauty content by a host of creators, including influencers. High-profile designers and models have been getting in on the YouTube act, too. This isn’t an overnight shift: The platform has been evolving over the last few years, with vloggers coming onto the scene and using YouTube to share candid content and build sizable audiences: Makeup tutorials, fashion hauls and daily feeds with vloggers sharing footage of their day, including mundane tasks like making breakfast or running errands, have all become commonplace in the YouTube world. Until recently, fashion insiders and front-row attendees have shied away from the platform and stuck to their beautifully curated Instagram feeds. Former magazine writer and general man-at-every-party Derek Blasberg, who was hired by YouTube last summer to lead its fashion and beauty division, wants to change all of that and show his glossy fashion pals the opportunity of YouTube’s large audience — along the way proving that it’s not just for learning how to do a cat eye or get

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