Amex sponsors youtube's fashion foray

In a deal brokered by Digitas, American expressage is the sole patron of FashionWeek360, a YouTube channel that's showcasing scenes from Mercedes-Benz Fashion Week as well as other fashion-oriented content.

The attempt is part of the new American Express manner Network, available at americanexpress.com/style, which was launched last week.

"This is the first time there's been an aggregated hub of manner content on YouTube," said YouTube spokesperson Jennifer Nielsen.

The YouTube channel augments the live video from manner Week being streamed by The American Express manner Network .The footage will be aired online throughout the week and American Express is also syndicating clips to manner, lifestyle and news Web sites.

The YouTube site is being filled with videos from ELLE, Ford Models, NYLON TV, manner video blogger William Sledd and scenes gathered from the American Express manner Network watercourse, including live runway shows. It will be updated with new video clips through the end of the month.

Nielsen said American Express' stigmatization on FashionWeek360 is unquestionably minimal and the company is more spouse than patron. However, she noted, "you can click to go to the American Express home-page through the recognition card icon on the site."

While FashionWeek360 is YouTube's first collection of manner content on a sponsored channel, sponsorships are not new for YouTube. Nielson noted companies regularly patron video contests and other YouTube features. HP is sponsoring YouTube's first international film competition.

"We truly want patron to work as spouse and be part of the procedure for these large publicity," said Nielsen. "It's a constituent of our ad model."

Carl Nielson would not reveal how much gross YouTube will be paid under the FashionWeek360 deal.