The Washington Post' and Polyvore Join Forces for Oscars FashionFashionistas can win a feature in the paper
January 26, 2012
by Emma Bazilian
hen it comes to awards season, nothing goes hand-in-hand better than high style and the Oscars’ red carpet. Inspired by that sartorial obsession surrounding film, a new collaboration has sprung up between a less obvious duo: The Washington Post and Polyvore.com, whose just-launched “Oscars Remix” contest offers would-be stylists the chance to show off their stuff.
Polyvore, a social network for the fashion-obsessed, might come across as an unlikely partner for a mainstream newspaper like the Post, but the newspaper’s executive producer of news innovations and strategic projects, Cory Haik, said the idea to collaborate came easily.
“So much of the Oscars is the fashion around it, and we were toying with the idea of creating a way for the readers to respond to that,” Haik told Adweek. “Polyvore is such a popular site–a lot of us knew about it–and it just popped into our heads. It was a natural partnership.”
From now until the big event on Feb. 26, the Post will ask readers to create “sets”–Polyvore’s version of a fashion inspiration board–visually expressing who should win best picture or what a particular starlet should wear to the ceremony. The top selections will be interspersed with Oscars coverage on the Post’s website, and one winner will have their own Q&A featured in the newspaper.
This isn’t the first time that Polyvore has provided its users with the chance to share their style with a bigger audience–in the past, the site has held collaborations with Glamour magazine and Fashion’s Night Out–but this time, that potential audience extends beyond the fashion world.
“We’re always looking for ways to empower our members and give them new outlets to display their amazing work,” said Polyvore CEO Jess Lee, “and we’re excited to give our community the chance to share their style with the world as guest style correspondents for The Washington Post.”
Working with Polyvore presented the Post with its own opportunity to reach out to an established network, said Haik. (Polyvore has over 13 million registered users.) “It’s not just, ‘What can we build here?’ It’s, ‘What have people already done?’” she said. “We’re leveraging that, we’re being more open and figuring out how other communities work with our journalism.”