MUMBAI:  YouTube launched a dedicated vertical for fashion thanks to the increasing importance of its massive beauty community. The new vertical YouTube Fashion aims to capitalise on the popular style and beauty content at a time when beauty videos last year alone generated more than 169 billion views on the social media platform.

The new vertical intends to be “the ultimate destination for style content that bridges both our fabulous endemic creator community and the more traditional worlds of fashion and beauty,” as per the introductory video.

Users will find on the new, top-level destination channels of fashion and beauty creators, collabs between fashion brands with creators, brands, publications, breakout channel like Camila Coelho, Jenn Im, Ingrid Nilsen, Emma Chamberlain, Dolan Twins, Wengie, Louis Vuitton, Dior, Ralph Lauren, LOVE Magazine and British Vogue.

YouTube hired Derek Blasberg, previously the host of CNN Style and a Vanity Fair contributor, as its new head of fashion and beauty partnerships in June. Earlier, YouTube it launched a /Gaming destination on YouTube.com. Significantly, the move comes at a time when Facebook-owned Instagram already established itself as the platform for style content along with overwhelming popularity of IGTV.