MTV Australia launch MTV Style site following increase in audience wanting style and celebrity stories

MTV StyleMTV has launched digital platform MTV Style locally, with the local version of the site accessing exclusive content from its London and New York counterparts, Mumbrella can reveal.

The launch of the style specific site comes after the youth network reported a 74 per cent increase from the 2013 monthly unique visitors to this year with celebrity style and fashion styles driving a large amount of the traffic.

MTV Australia and New Zealand director Simon Bates said: “MTV Style gives us a great new platform to further connect with young audiences that love everything about fashion.”

MTV Style is set to be managed by MTV’s digital editor Leni Andronicos who joined MTV Australia in March last year from Bauer Media’s Dolly Magazine where she had been for more than two-and-a-half years as online editor.

Andronicos will be supported by an editorial team of commentators and contributors covering all aspects of fashion and style content, with Sydney model and blogger Mimi Elashiry working as the MTV Style ambassador.

Elashiry will be a guest editor over the coming months, posting regularly on the MTV Style Blog, filming exclusive video content as well as attending and covering various events.

MTV video jockey and model Kate Peck will complement the team as “resident fashionista”, providing a behind-the-scenes look into her life as well as providing interviews with style icons and celebrities.

“With Mimi as ambassador, Kate Peck’s presence and exclusive content from the UK and New York, MTV Style offers Australia a fresh perspective into the world of style and fashion,” said Bates.

Miranda Ward


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