VC-backed CMG buys CollegeFashionista

Clique Media Group has acquired CollegeFashionista, a collegiate community and media platform. No financial terms were disclosed. CMG’s backers include Greycroft Partners, Lerer Hippeau Ventures, Menlo Ventures, Double M Partners, BAM Ventures and Advancit Capital.


Los Angeles — Oct. 28, 2016 — CMG, the parent company of leading fashion, beauty, and lifestyle platforms Who What Wear, Byrdie, MyDomaine, and Obsessee, announced today that it is expanding its media brand portfolio to include collegiate media and influencer company CollegeFashionista. The addition of CollegeFashionista brings a complementary and hyper-engaged Gen Z and millennial audience to the CMG portfolio. CollegeFashionista’s founder and creative director, Amy Levin, and her team will all join CMG and be based out of the New York office.

“We’re continuing to scale a best-in-class media and commerce company that focuses on consumer brands, marketing, and content. The CollegeFashionista brand seamlessly aligns with that mission,” said Katherine Power, CEO and co-founder of CMG. “Three of our goals going into 2017 are to create a stronger offline presence, grow our influencer network, and expand our deep understanding of the millennial and Gen Z female through data collection. Though we’re already leaders in these categories, CollegeFashionista helps expedite our expansion in those areas, especially in the college market.”

CollegeFashionista is a peer-to-peer content community of Gen Z and millennial individuals. Every fall, spring, and summer, CollegeFashionista selects approximately 2000 innovative, diverse, and creative student applicants to be a part of its Style Guru internship program, and these college-age influencers create original fashion, beauty, and lifestyle short-form and social content. The CollegeFashionista program allows its Style Gurus access to educational programming, exclusive mentorship opportunities, and career advice from industry insiders.

“CMG is the leader in the fashion, beauty, and lifestyle digital space for Gen Z and millennial women, so we have found a home where our brand can continue to live and scale with a deeper well of expertise, network, and talent pool,” said Levin. “This will be hugely beneficial to our audiences and advertising partners alike.”

CollegeFashionista has taken on no outside investment and has integrated its Style Guru program into over 1000 universities, with a collective intern social following of 5.5 million this past semester alone. CMG is backed by investors such as Amazon, Greycroft Partners, BDMI, and Lerer Hippeau Ventures. CMG’s owned and operated properties have over 48 million social connections.

“The CollegeFashionista brand and the CMG media properties’ philosophies are focused on creating positive and influential communities for millennial women and Gen Z girls through inspiring and shoppable content and experiences,” said Alex Taylor, VP of Strategy at CMG. “Through much of our proprietary research, we’ve found that millennials and Gen Z-ers crave real-life experiences where they can interact with a brand. These experiential events have been in our wheelhouse for quite some time, and CollegeFashionista opens up a bigger offline community for us to access.”

CMG is a global media, marketing, and consumer brands company. Through its brands—Who What Wear, MyDomaine, Byrdie, and Obsessee—CMG combines the power of data science with its expert editorial team to create content and products that millennial women and Gen Z girls crave. CMG’s two key marketing offerings, CMG Studios (an in-house creative agency) and INF Network (representing 55+ top bloggers and influencers), deliver integrated and native advertising programs, all while inspiring consumers to discover and shop. In early 2016, CMG launched its first clothing and accessories line exclusively with Target under the Who What Wear brand, and it continues to be a top performer for the mega-retailer.