MsLabelled, the millennial-targeted digital comedy about the cutthroat world of fashion journalism, is returning for a second season, with tea brand Tetley signed on as a key brand partner.
The second season, which will roll out on both Slice.ca and the Vergegirl YouTube channel (the premiere went live Oct. 8), airs every Wednesday and Friday. The show picks up where the first season left off, with fashion designer Anna (actor and comedian Sarah Hennessey) attempting to track down the whereabouts of magazine intern and fashion blogger Ella (Rebecca Liddard). Throughout the season, additional content from the characters will also be shared through Twitter, Instagram and Tumblr.
MsLabelled was created in a partnership between Shaw Media, Shaftesbury’s digital studio arm Smokebomb Entertainment and its brand agency arm Shift2, and is executive produced by veteran Canadian fashion personality Jeanne Beker. While the first season was sponsored by Schick Quatrro for Women, Tetley will step in for the second. Its Signature Collection of teas will be incorporated into the episodes.
The tea company is also launching an accompanying branded video on the Vergegirl YouTube channel featuring Hennessey.
Tetley’s sponsorship was arranged by MediaCom brand advertising.