Vice Media and Starworks Group form strategic partnership
Vice Media and fashion and beauty brand development company Starworks Group announced on Friday a new strategic partnership. The companies unite to create a one-of-a-kind brand development and media partnership that will transform brands through content-driven strategies.
Vice purchased a majority stake in SWG to make the alliance possible. The details of the agreement were not disclosed.
Through Vice, SWG will expand into key markets and cities while working closely with Vice agencies Virtue Worldwide, Carrot and Pulse across strategy, digital and content creation. The development company will continue to represent its global clients independent of its Vice partnership.
Andrew Creighton, Co-President, VICE Media said; “The fashion industry contains incredible creativity, but in many ways is stuck in the past. We’ve long admired James and his team at SWG’s passion and vision to create a new business platform that represents today's consumer. Together, we’ll bring that vision to life through insights, data, innovation and the best content in the world."
Launched in 1994, Vice is a youth media company and content creation studio that operates in over 30 countries and distributes programming across digital, linear, mobile, film and socials. The award-winning company includes a television and feature film production studio, a magazine, record label, in-house creative services agency, a book-publishing division and a TV network, VICELAND in partnership with A&E.
Starworks was founded by James Grant and Alana Varel in 2000. The global brand development agency brings together fashion and beauty brands with the entertainment industry, and had a hand in many strategic partnerships including Calvin Klein’s #Mycalvins, Guess Originals x A$AP Rocky. SWG also worked with companies H&M, Tiffany & Co., Chanel, L’Oréal, Kenzo and Stone Island on talent and beauty partnerships and launches. The company has offices in New York, Los Angeles and London.
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