Sweet Snapchat GucciGhost
Exclusive GucciGhost for Gucci GIFs will feature on Sweet’s Snapchat Discover channel during fashion week (Image: art by Lucia Meseguer for Gucci)

Sweet, the Snapchat Discover channel owned by Hearst, is introducing a stream of exclusive editorial content for New York Fashion Week.

Included is the premiere of animated GIFs and wallpaper designed by GucciGhost for Gucci, as well as a takeover by make-up artist Bobbi Brown, which will see video tutorials shared from backstage at the Jenny Packham show.

Sweet will also be behind-the-scenes at Tibi to record additional beauty looks and trends, and be capturing a tour of the CND Nails Labs as they create their 3D nail designs for designers Libertine and Alice + Olvia.

Based on the idea of being “very fun and shareable”, according to Sweet’s VP and general manager Ross Clark, the content will reach the channel’s 15 million monthly readers. All of these partnerships are purely editorial ones, while haircare brand TRESemmé serves as Sweet’s advertising partner for the NYFW themed editions and a broader campaign throughout September, Clark explains.

He refers to Sweet as a “new lifestyle brand for the next generation of international tastemakers” and Snapchat as the perfect environment for that consumption. “Snapchat offers such a rich and diverse product experience — full sight, sound and motion plus social, mobile and immediate. This combination of product features enables brands, designers, models, publishers and more to connect with their audience in such a direct and immersive way,” he says.

As for the future? He’s excited to see if and when e-commerce becomes a part of the platform. “I think that could be a game changer for both users and fashion brands.”

Vogue has also introduced a new Snapchat Discover channel in time for New York Fashion Week, with content already featured from Miranda Kerr, Kim Kardashian West and Cindy Crawford.