BoF Exclusive | Vice Acquires Starworks, Adding to Fashion Arsenal

NEW YORK, United States — Global youth media juggernaut Vice has acquired a majority stake in Starworks Group, a brand development and creative agency specialising in communications and content creation in the fashion and beauty industries. The financial terms of the transaction were not disclosed.

The deal creates a combined brand development and media offering targeting fashion clients with a full array of content-driven marketing services — from strategy, creative and data analytics to production and distribution — amplified through Vice’s global media network.

“The fashion industry contains incredible creativity, but in many ways is stuck in the past,” said Andrew Creighton, co-president of Vice. “We’ve long admired James [Grant] and his team at Starworks Group’s passion and vision to create a new business platform that represents today’s consumer. Together, we’ll bring that vision to life through insights, data, innovation and the best content in the world.”

Fashion brands are struggling to meaningfully engage with young audiences.

“This partnership evolves the antiquated fashion agencies model,” said James Grant, co-founder and chief executive of Starworks Group. “Fashion brands are struggling to meaningfully engage with young audiences,” he continued. “The market has fundamentally changed. Youth are driving global consumer culture. Consumers know what they like, but brands are confused about how

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