Digital Transformation

Snap smartens itself up with appointment of first fashion editor

By John Glenday | Reporter



Snap article

September 5, 2018 | 3 min read

Snap has joined its digital bedfellows such as Instagram and YouTube by appointing its first fashion editor, a position which centres on cultivating relationships between brands and celebrities such that they can engage more directly with their target audiences - and of course spend more on advertising.

Selby Drummond, formerly the accessories and special projects director at Vogue, has been chosen for the newly created role. As head of fashion and beauty partnerships, Drummond will serve as a go-between from mid-October, reporting directly to Lauren Gallo, Snap’s head of talent partnerships.

Snap’s vice president of content, Nick Bell, commented: "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. She will also lead Snap's engagement efforts around major events in the fashion and beauty worlds.”

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Snap smartens itself up with appointment of first fashion editor

Drummond was considered a rising star at Vogue, becoming the title's ambassador while working on product collaborations with brands such as Off-White and Kith.

Instagram appointed its own head of fashion partnerships back in 2015 with the elevation of Eva Chen to the role, with YouTube the following suit in June this year after hiring CNN Style host Derek Blasberg.

Snapchat is increasingly courting premium publishers and brands via innovations such as unskippable ads and a private marketplace amid a shock 2% decline in user numbers.

Digital Transformation

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Snapchat is an image messaging and multimedia mobile application created by Evan Spiegel, Bobby Murphy, and Reggie Brown, former students at Stanford University, and developed by Snap Inc. 

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