District MTV to begin online before rolling onto the mobile web.
Viacom International Media Networks (VIMN) has announced District MTV, a digital platform that will focus on the fashion and style industry, marking yet another adaptation of the world-famous MTV brand.
It will launch online in October before rolling onto mobile and will target clothes-loving 18 to 34-year-olds in the EU5 markets – UK, Italy, France, Germany and Spain.
The idea is to connect the music and fashion worlds by providing info on trends, tips, celebrity fashion, behind the scenes access to shows and events, and more.
The portal will sport social elements too, enabling users to connect and share their own techniques and opinions with each other.
Philip O’Ferrall, senior of digital, VIMN, said: "MTV has always had a strong influence on style, fashion and trends.
"With this longstanding heritage, it makes sense for us to enter this space and launch a new conversation with a style-focused audience that celebrates the integral connection between music and fashion."
Fashion in mobile has been quite a hot space lately. Anne Summers partnered blippar for AR shopping, Google Glass was used at New York Fashion Week, Zara launched for Android as Samsung exclusive, while ASOS has unleashed a mobile-only mag.