MTV operator Viacom International Media Networks is to launch a fashion and style website, which will go live next month.
District MTV will be targeted at 18 to 34 year olds and will take full advantage of MTV’s music heritage by using its archives to explore the relationship between music and fashion.
The site, www.districtmtv.com, will launch in October in the UK, Italy, France, Germany and Spain and will be extended to include a mobile site later in the year.
The site will showcase celebrity style past and present, with tips on how to recreate their looks, and provide behind the scenes access to MTV awards shows, TV shows, music video shoots and fashion shows. District MTV will also showcase emerging designers and street trends from around the world.
The District MTV team will be headed up by former Huffington Post editor Melanie Hick as editor-in-chief.
Philip O’Ferrall, senior vice president of Viacom International Media Networks, Digital, 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.”