Twitter and Sayidaty have announced the launch of the first live fashion news series, “#FrontRow” on the social platform. Exclusively broadcast on Twitter in Arabic, the series will keep viewers informed on what’s happening during the Big Four Spring 2019 fashion weeks in New York, London, Milan and Paris. The first episode will be streamed on September 8. Sayidaty is a women’s lifestyle and entertainment digital group.
Produced by Sayidaty, the 10-minute series will cover real time fashion news through multiple segments this September through October. #FrontRow will feature behind-the-scenes footage and look-backs, accompanied by a line-up of on-the-ground correspondents and content creators. Hosted by Saudi fashion content creator Dareen Al-Yawar and the world’s first Emirati runway model Rafeea Al-Hajsi, the series will focus on modest looks from the shows, new collections, trends, runways and style commentary.
Unilever’s TRESemmé and Lux brands have signed on as first sponsors. These sponsorships will allow tailored audiences on Twitter; Arabic speakers interested in fashion, to access and view the live episodes, which will appear as Promoted Tweets, while scrolling through their timelines, the release stated.
Commenting on the initiative, Kinda Ibrahim, Director of Media Partnerships, Twitter, MENA, said: “We’re excited to announce the first live fashion news series to ever take place on Twitter to date, on a global level, to a highly engaged and connected young audience in MENA. Designers, brands, models and fans have always come to Twitter to talk about fashion. #FrontRow will foster this fashion conversation by bringing Arabic-speaking fans front and center to the Big Four fashion weeks this spring.”
The live stream will be free and accessible globally to logged-in and logged-out users on Twitter and connected devices. The stream will air on different days and times of the week, both during and after each of the big four’s fashion week at 8pm KSA, via @Sayidatynet.
Research conducted by Nielsen revealed that 86% of women in Saudi Arabia on Twitter are interested in watching a fashion series on the platform if made available. Recent findings by Hall & Partners revealed that the top passion point of Saudi, Emirati and Egyptian women on Twitter is fashion, with 63% consuming fashion and beauty video content on Twitter.
#FrontRow is the third original Arabic live show to launch on Twitter. STEP Group’s YallaFeed (@YallaFeed) produced #HawanahZein, which focused on trending topics across news, sports and entertainment during Ramadan and reportedly generated an average of half a million viewers per episode. The second Arabic live show on Twitter, #YallaGoal, was produced by Goal (@GoalAR) and covered football related news during the 2018 FIFA World Cup, generating an average of 400K viewers per episode, the release stated.