MySpace: Hoping to do for fashion what it's done for music

(AdAge): The social-networking behemoth's fashion community, myspace.com/fashion, launched in beta in January. With almost 50,000 members, it has stitched together branded partnerships with Nylon magazine and InStyle.com and is exploring future relationships with Clairol and Revlon. The site is not yet listed as a tab atop the MySpace home page, but will launch as a stand-alone channel in the "not-too-distant future," according to Shawn Gold, MySpace senior VP-marketing and content.

The core model mimics that of its music channel: empowering individual artists while aggregating an audience. It rotates video content featuring Fashion Week coverage and stylist tips, plus daily fashion and apparel news and artist exhibitions. Already there's strong demand from junior designers, accessories makers and fashionistas who have witnessed viewer response to MySpace Music.

"We now offer the opportunity to evangelize [designers'] work," Mr. Gold said. "Soon we'll add tools for them to monetize."


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