Since its launch in 2003, MySpace has used the simple strategy of bringing together communities of interest that have grown organically to develop new platforms. The new initiative adopts the same tactics.
With InStyle magazine as its media partner, the trendy new page includes behind-the-scenes footage of photo shoots as well as how-guides for makeup application and more.
Todd Dufour, director of MySpace's marketing department, tells BusinessWeek :
"There are 165,000 members of the Abercrombie & Fitch (ANF) group," Dufour says, referring to the casual clothing chain, counting numbers that appeared before the launch of the MySpace fashion community. "And there are 74,000 fashion-related groups already."
In addition to the benefit it offers to fashion glossies, up and coming designers can also tap into MySpace to attract users through their personal MySpace pages, create brand buzz-- and hopefully, a cult following.
Designers such as Isaac Mizrahi, who designs a luxe line sold in upscale boutiques such as Bergdorf Goodman in addition to a budget line for Target (TGT), regularly update their personal MySpace pages with details about their own creative processes and tastes. Mizrahi includes unknown MySpace designers alongside his celebrity "friends" to nurture a creative community around his brand.
Stay tuned. This may become the next Project Runway for online users.