New Media: Sweet- the all new fashion mag on Snapchat

November 23, 2015 BY CAPSULE


Have you seen the all-new magazine launched by Hearst Media last week? Called Sweet, the content lives on Snapchat, rather than online, and will also use other social media including Facebook, Instagram and Pinterest to engage readers.

The media landscape is moving with unprecedented speed this year, and major changes, including the recent closing of US-based Details magazine, and Lucky Magazine’s EIC Eva Chen leaving editorial to head up fashion partnerships at Instagram, are indicative of the way things are heading. Mobile, digital and social are keywords for editorial this year. Traditional media continues to struggle, while the companies experimenting with new platforms and ways of presenting and digesting content are seeing promising results.

Sweet on Snapshat includes day dispatches comprised of short articles, video, and dynamic photo shoots on a range of lifestyle categories, from fashion to music, to design and beauty, and editorial pieces integrate traditional blog-style posts with engaging video clips, and funny factoids. A static blog post of the past becomes an interactive, engaging snippet of content with cool graphic effects. Slick video advertisements are interspersed between articles.


Led by former Nylon editor Luke Crisell, Sweet is run by a strong team of fashion and lifestyle editors including Mallory Rice, Chantal Strasburger, Liza Darwin, Josh Davis and from BPMW/Capsule staffer Maia Schoenfelder.

Check out Sweet on Snapchat Discover, and on Instagram @wearesweet