.WhoWhatWear will feature Minnie Mouse, Vanessa Hudgens and YouTuber Patrick Ta in its holiday-themed issue.
It’s the time of year for Disney to make big use of Minnie Mouse, and it’s doing so this time with an aim at Millennials and Gen Z through a co-branded media push with Who What Wear.
“Aligning with a digital fashion site and recognizing the multigenerational affinity and love there is for Minnie, it felt natural, she’s a pop culture muse,” said Josh Silverman, Disney’s executive vice president of global licensing. “For us, everything really starts with our fans and we’re looking for a way to connect fans with products they love and this is partnership is an effort to do that.”
To ensure those the demos are reached, the holiday issue features a main editorial feature with Vanessa Hudgens, who started her career in Disney’s “High School Musical,” another interview and shoot with popular YouTube beauty personality Patrick Ta and dancer/influencer Charlize Glass. “We know a majority of our visitors come for style inspiration, so Disney being able to be alongside all these other brands from high to low and lifestyle products, they trusted us to integrate them with other brands,” Kossove said. “It’s all about authenticity. We always like to tell our clients they have to let our editors curate the picks, that’s why our audience comes back and continues to grow.
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