Will Fashion Brands Get on Board With Snapchat Ads?

The app seems to be working on a new service to appeal to advertisers and publishers.
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Eliza Brooke
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The app seems to be working on a new service to appeal to advertisers and publishers.
Snapchat founder Evan Spiegel. Photo: Kevin Jennings/GettyImages

Snapchat founder Evan Spiegel. Photo: Kevin Jennings/GettyImages

Certain corners of the fashion industry have been on board the Snapchat train for a few years now, with brands like Nars and Juicy Couture unveiling new collections and campaigns via the disappearing photo app. Like Facebook and Twitter, it's another social avenue through which companies can engage their constituents for free — just with less developed analytics and a more playful vibe.

But the ways brands use the app may be changing. The Wall Street Journal reports that the three-year-old startup has created a new service called Snapchat Discovery, which will make room for everything from paid advertisements to movie clips and news articles (all disappearing, of course). Snapchat hasn't confirmed the feature's release, but according to WSJ's source, the company has been in talks with at least a dozen media companies, including MailOnline.

Snapchat did not immediately respond to request for comment.

We'll be watching to see how these media and advertiser partnerships pan out. While Snapchat's young user base doesn't have much overlap with luxury shoppers, we wouldn't be surprised to see lower-priced and fast fashion brands getting involved. As WWD pointed out in May, Nasty Gal's Sophia Amoruso has long been a champion of the app, using it to send photos to the site's fans. Meanwhile, publishing houses like Condé Nast might consider the service as they look to figure out their digital strategies