Client: YouTube Fashion Division, Violet Chachki
Project Overview
YouTube sought to expand its presence in the fashion industry by launching a dedicated fashion division under the leadership of Derek Blasberg. As part of this initiative, YouTube aimed to bring influential fashion personalities onto the platform to engage a broader audience. One of the key figures in this effort was world-renowned drag queen and fashion icon, Violet Chachki.
Objective
The primary goal was to establish Violet Chachki’s presence on YouTube by launching a dedicated channel that would showcase her unique perspective on fashion, beauty, and drag culture. The channel was intended to appeal to her existing fan base from "RuPaul’s Drag Race" while also positioning her as a key commentator and influencer in the fashion space.
Chris' Role: I was tasked with overseeing the development, production, and launch of Violet Chachki's YouTube channel. My responsibilities included conceptualizing content, managing the production schedule, and ensuring the videos were aligned with both Violet's brand and YouTube’s broader goals for the fashion division.
Content Development
We developed a series of videos that fell into three main categories:
Violet's Wardrobe:
Violet took viewers on a personal journey through her extensive collection of corsets and shoes, providing backstories on each piece, including the designers and the performances they were associated with. These videos offered fans a deeper look into her personal style and the artistry behind her fashion choices.
Runway Review & Collaborations:
Collaborating with other well-known drag queens like Katya, Violet and her guests reviewed and reacted to iconic runway shows from fashion history. These videos combined educational commentary with humor and expert insights, making them both entertaining and informative.
Digital Drag:
Instead of typical makeup tutorials, we created videos where Violet would demonstrate how to achieve her signature drag makeup looks. These videos were unique because they included a fashion film component that showcased her completed look in high-end outfits, some costing over $10,000, creating a visually stunning final product.
Production Process
The production took place at YouTube’s state-of-the-art studio space in Los Angeles, which provided all necessary resources, including equipment and crew. The extensive pre-production planning allowed us to execute a tight shooting schedule, efficiently capturing all the required content over a few days.
Results
The launch of Violet Chachki’s YouTube channel was a resounding success:
1. 100,000 subscribers gained in the first month
2. Over 2 million organic views within the first month
3. Several videos have since reached over a million views, establishing a strong foundation for her continued presence on the platform.
The content was well-received by both her existing fans and the broader YouTube audience. The innovative approach to makeup tutorials and fashion commentary helped differentiate her channel in the crowded online space. While the project eventually concluded as the initial funding ran out, the impact of the channel’s launch continues to resonate.
