L.A.-based Supergravity is bringing global street styles to fashion fans on ephemeral messaging app Snapchat via Andromeda.AF, the next-gen prodco’s first foray into into the world of owned and operated digital channels.
Operated by Supergravity’s consumer division, Antigravity, Andromeda.af officially launched Aug. 16. (Though it’s been operating in “stealth mode” for more than a month). It’s led by Antigravity president Margaret Laney and focuses on the looks and trends of everyday people from around the world, showcasing them in real-time with photographers from across the globe documenting the street fashions found in their hometowns. Cities currently featured include Nairobi, Paris, London, Los Angeles, New York and Cape Town, though Supergravity hopes to add Tokyo, Melbourne and Copenhagen to the mix down the road, said Laney.
Channel content is produced in-house and currently includes: stylish trendsetters on the street; stop-motion looks of the day; interviews with notable fashion voices and thematic series on specific fashion trends. Supergravity intends to expand its content slate with a number of new formats indigenous to both Snapchat Stories and Instagram stories.
“We love that the lines between content publishing and messaging are blurred on Snapchat accounts. Individualized, private conversations with our fans, we believe, is the next frontier in audience development and fan engagement.” — Margaret Laney, president, Antigravity
“We wanted to think of something that would fit an emerging platform and it felt like Snapchat stories was the perfect fit for how we envisioned this brand,” said Laney. “Our current slate [of content] is just the beginning — we believe in rapid prototyping and will continue to push the limit.”
Andromeda was born from a mandate to get a consumer-facing channel off the ground given to Laney when she was hired to head up Antigravity. The channel is inspired by in-the-moment fashion blogs like The Sartorialist and Humans of New York, as well as Snapchat’s ephemerality — capturing people’s personal expression in the moment through street style is what it’s really all about, she said. That everyone all over the world makes such statements in real-time everyday is why Supergravity choose street fashion as a vehicle for its first owned and operated digital channel — it’s accessible, participatory and there’s a low barrier to entry.
“Building an entertainment property on a messaging platform gives us an opportunity to build one of the most intimate relationships with our fans and followers,” said Laney. “We love that the lines between content publishing and messaging are blurred on Snapchat accounts. Individualized, private conversations with our fans, we believe, is the next frontier in audience development and fan engagement.”
Those partnerships with people from the fashion and creative world will be a key component to a transactional piece Supergravity’s planning to add to the Andromeda fashion brand in the near future.
“Andromeda is a top priority for our consumer-facing division (Antigravity) and our desire to explore a transactional component to this business in the future is, in our minds, a natural progression to the building of any lifestyle brand,” said Laney.
Moving forward, the prodco has plans to expand its Andromeda Snapchat content to additional platforms — in fact, it’s already publishing content on Instagram stories. It’s also planning on launching additional lifestyle brands on other owned and operated channels.
Supergravity operates primarily as a direct-to-consumer studio. It’s released a number of films through its production and distribution business Supergravity Pictures, including the buddy comedy Man Up and the thriller The Chosen, which achieved the top spot on iTunes’ horror chart.