Yahoo is betting on fashion to win over Gen Z - Vogue Business

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As a global media and tech company, Yahoo reaches more than one-third of the US’s Gen Z audience, but it’s hoping to build on that — and it’s turning to fashion to do it. “Fashion is such a high-interest category of the Gen Z audience,” says Joanna Lambert, president and general manager of Yahoo.

Yahoo has begun working with New York fashion designers on projects that use technologies including holograms, QR codes and augmented reality, often tapping into its immersive storytelling platform Yahoo Immersive, which allows AR and mixed reality content to appear across multiple spaces, and its creative studio, called Yahoo Ryot Studios. It’s a way to not only reintroduce Yahoo as a tech-forward place, Lambert says, but often to introduce Gen Z to Yahoo for the first time.

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Last February, Yahoo began partnering with New York Fashion Week as the official innovation partner, which has led to projects with Rebecca Minkoff, Christian Cowan and, most recently, Maisie Wilen. Often, digital experiences are designed to live both “in unison” with the physical event but also able to carry on if events are cancelled last-minute. Yahoo has been able to build on each project using learnings from the last, says Nigel Tierney, who is the head of immersive content at Yahoo Studio.

Yahoo also partnered with Vogue Business on this week’s Vogue Business and Yahoo Metaverse Experience, designed to give fashion executives a taste of immersive, virtual worlds. There, Tierney spoke with Vogue Business senior innovation editor Maghan McDowell about its recent work, and how Gen Z is responding.

During the Vogue Business and Yahoo Metaverse Experience, guests viewed a gallery featuring some of the holograms created for Maisie Wilen's February 2022 New York Fashion Week presentation.

Journee and Yahoo

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