LOS ANGELES Disney is expanding on its global brand by launching a YouTube travel and fashion series called Destination: Disney Style.
The five part original series follows YouTube influencers LaurDIY, Jaleesa Moses, Meredith Foster and Lucy & Lydia as they travel across the globe to show fans a glimpse of recent international Disney collaborations, street style and trends in multiple fashion capitals.
“We’ve been looking at how Disney fans have been embracing everyday street style and we wanted to bring those stories to life,” Dan Reynolds, VP of Content, Social and Programmingat Disney ConsumerProducts andInteractiveMedia, told Mashable in a phone interview. “It’s to help our fans get more inspiration and have our audience really be a part of the conversation. We looked at who from an influencer standpoint we could get on board to help us find these amazing street fashions…people who already had brought Disney into their programming naturally because we wanted it to feel natural.”
Episode one, which debuted Tuesday, kicks off with LaurDIY in Tokyo, where she goes to Disney Expo Japan, Tokyo Disneyland and Disney Sea plus explores the way the renowned Harajuki Girls incorporate Disney into their Tokyo street style looks.
“This was an amazing opportunity to travel with Disney,” she told Mashable in a phone interview. “And to take a look at [Japanese] culture, their food and obviously their style…everyone has a connection to style and it’s cool to see how people use it for every day life. And people grew up with Disney, they have nostalgia for it.”
This is the latest show from Disney ConsumerProducts andInteractiveMedia, which aims to get all things Disney to resonate on the Internet.
Since launching, Disney ConsumerProducts andInteractiveMedia has built its social footprint to 1.15 billion followers across its platforms (Facebook, Twitter, Instagram, Tumblr, Pinterest, YouTube, Snapchat and Vine). The digital arm of Disney racks up about 325 million views per month.
Its core brands include Disney Style, Oh My Disney (a Millennial focused property, like BuzzFeed with a Disney lens), DisneyFamily and Babble. They also distribute original content through their portfolio of sites and owned apps, including Disney GIF and the Star Wars app.
The next episode of Destination: Disney Style comes out Aug. 9.