Fashion media is an era of change. Vogue has a new editor. Editing retailers are seeking bankruptcy protection, with print fashion publications dropping out, digital platforms and creators gaining authority.
According to 14-year-old social first media company Betches, it’s a fitting time to launch a vertical focused on style.
On Monday, Betches Media introduced the Betches style. It aims to provide style guidance to female audiences, primarily Gen-Z and Millennial, and says it is “interesting, approachable and practically useful.” Recognizing that modern shoppers are increasingly searching for social platforms and relying on influencer posts for costume ideas, Betches Style focuses on video content on Tiktok and Instagram and series like “What’s Wearing?” The goal is to help viewers discover influencers in their own style.
“People crave authenticity. Based on the way videos are affecting you. [style] Buy, they want authentic, friendly creators who show how trends actually work.
According to Corvino, Style is always immersed in Betches’ content, spanning videos, editing, podcasts and social media. For example, Betches covers a long-covered red carpet, including the Met Gala. However, audience engagement indicates the need for dedicated verticals. Similarly, in September 2024, Betches launched Betches Sports based on cues from their core audiences.
“Betch is a leader in women’s content and culture,” said Aleen Dreksler, founder and CEO of Betches Media. “To continue to hold our position, we cannot ignore that style is a big part of women’s lives. What’s more, fashion, which has historically been taken seriously, now only allows for room for playfulness and humor.
Drexler called the style coverage a “natural extension” of Vetch’s existing coverage. This “sets the tone of how millennials and generation Z women talk about friendship, work, health and more,” she said. Vertical content for Betches includes Betches Moms, Betches Brides, Betches Travel, Bravo by Betches, and more.
“Style is definitely a huge business opportunity. It’s a massive vertical,” she said. The definition of “style” for “styling” is to go beyond fashion to include “how to express yourself aesthetically” including beauty and home.
Affiliate Links are currently a major revenue driver across fashion publications, but Dreksler said it’s not a Betches-style immediate strategy. Instead, the focus of your business is to “impress client partners the most.” That includes being a cultural leader and supporting clients to do the same thing, she said. [target] As we’ve seen recently, it’s reliable and it’s an audience in a non-flop way. ”
Old Navy, which recently regained cultural relevance along with the sister brand gap, is the launch partner of Betches Style. This will be promoted vertically until the end of the year. The partnership begins on September 18th with Betches Style’s NYC-based launch party, “Old Navy Presented.” Selection styles from the Old Navy Fall Collection, including denim and handbags, will be exhibited, featuring multiple activations focusing on personal styles in the Vetch style. A color analysis session will be included to allow participants to decide on seasonal palettes and charm bars, and to encourage old navy style customization in the field. Creators and influencers who share Betches’ humor and community focus will be on the ground, Dreksler said.
Additionally, Old Navy sponsors the first four episodes of “What are you wearing?” The video series focused on providing costume guidance for ultra-specific situations, such as “having a bottomless brunch with my ex-sister,” Corvino said. It’s a 360-degree partnership that spans all Vetch’s style channels, Drexler said.
Betches’ in-house creative agency has recently developed custom content for companies such as Pepsi, Dunkin’ and L’Oréal.
“We hope that Vetch’s style can open us up for more retail, fashion, skincare and travel. [partners]Dreksler said. “But we also see a lot of QSR brands that want to match fashion, and vice versa.”
The release of Betches Style was intentionally pegged during New York Fashion Week, which will be held from September 11th to 16th. September 15 marks the launch of a two-week out-of-home launch campaign focusing on wild posts on display in New York districts, including the women from Gen-Z and Millennial and Soho, which are frequented by NYFW participants. Advertising video series reflecting the focus of “What are you wearing?”, functioning QR codes linking to feature-style content, amplified with Betches-style social accounts.
The Betches Style Instagram account had a Headstart. He has earned over 200,000 followers under his previous name.
The Betches style is mutually promoted by other Betches accounts in fitting. For example, if a vertical spotlight is worn by athletes in the tunnel in the locker room, the content will also be displayed in Betches Sports.
Runway content is not the main focus of the Betches style, but it will be featured. “Fashion Week isn’t too far from the end users because there are so many celebrities who are taking part in it, it’s become part of the pop culture era,” Drexler added, “What’s the most important thing is what matters. [in our runway coverage] Are you bringing it back to your audience: How does this relate to you? Why should you care? And what can you do with that information? ”
True to the media, pop culture is a betch style of “huge territory.” Drexler said. On Sunday night, Betches Style was posted live during the MTV Video Music Awards. One of the three main feed Instagram posts pointed out where shoppers can get grunge look on the red carpet.
“What are you wearing?” Betches Style will be released in two other video series, including “But Make It Chic,” and “sounds a bit intimidating, but somehow it offers a playful take on trends that work,” Corvino said. The other focuses on the quick firing commentary on the best celebrity fashion moments.
With the launch of Betches Style, Betches has expanded to Substack, complementing video content with deeper storytelling. The company taps fashion and beauty authors to share its own hot take style commentary in its dedicated Sacak newsletter. The Betches Style works with other external creators to create content.
Regarding new vertical in-house recruitment, Betches has appointed Madeline Galassi, formerly the fashion and beauty editor of Everygirl, as style director.
Corvino said that a “social-first approach” to Betches’ content means leading the idea and determining the best way for viewers to use the content. The same applies to Betches-style content.
“We are trying to add a new layer to the fashion media system, focusing on where authority meets the community and the community, and style meets humor,” says Corvino. “We know there is space for traditional fashion journalism and media. We also know there are influencers. We focus on the intersection of two.”
She said, “We definitely aren’t trying to replace fashion media. We’re really trying to become a collective voice for group chat.”
According to Betches, the content reaches nearly one in two US women, with over 80% being Gen Z and Millennials. Top markets based on readers include New York, Los Angeles, Chicago, London and Toronto. It counts an average of 650 million views across vertical and platforms.
In 2023, Betches Media was acquired by LBG Media, owner of Global Media Brand Ladbible Group. In the first half of 2025 reported in June, LBG Media saw a profit increase of 13% year-on-year increase of £43.9 million, or about $59.3 million, or 18%.
