Sweet, a Snapchat-only lifestyle publication borne out of a partnership between Snap, Inc. and Hearst Magazines, is partnering with Everlane to offer ordering through the social media platform.

The partnership is in promotion of Everlane’s Cadiz Shop: a new, eight piece unisex collection of leather bags and accessories made in Spain. The line will launch two days in advance on Sweet’s channel, and the offering will allow custom monograms to be created through the platform.

“As the first media brand born on Snapchat, Sweet has been pushing the envelope of what’s possible since our inception,” said Ross Clark, general manager at Sweet. “With this exclusive partnership, our readers will have an advance premiere of Everlane’s Cadiz Shop and we will not only be offering users early access to new products, but they’ll also have a chance to design and monogram their own leather piece through an easy tap-to-share Snap.

“A shopping experience that allows in-app interactivity and personalization like this could only come to life on a platform like Snapchat. This is a totally unique content experience.”

Sweet deal
For interested users, ordering can be as easy as designing a monogram on a small leather good of their choice and Snapping their creation to Everlane to complete their purchase. They can do so by visiting Sweet’s Snapchat channel on Tuesday, November 8, designing their monograms, screenshotting said design, messaging the design to @Everlane on Snapchat and then emailing the screenshot and initials to [email protected].

The promotion will bring some semblance of interactivity to the online shopping experience, an aspect that is sorely missed by those moving on to online shopping. Brands have taken note of the chasm between the two experiences as well, bridging the gap with everything from self-assessment quizzes for jean fit to VR (see story).

With Sweet’s captive audience of over 15 million Snapchat users, any decent level of resonance and engagement will be a hit for Everlane’s excursion into in-app ecommerce.

One stop shop
The partnership comes on the heels of a number of similar ones for Sweet, which has been revving up its monetization efforts through alliances with Gucci, Carolina Herrera, and a number of New York Fashion Week special editions.

The dedication to an in-app solution isn’t surprising for the lifestyle pub: Sweet’s media brand was the first one completely born on the Snapchat Discover platform, and it remains exclusive to Snapchat, which is proving to be quite adroit in its maneuverings towards monetization and overall profitability.

The fashion industry has displayed both prescience and aptitude in migrating to the platform. Condé Nast’s Vogue made its fashionably late debut on Snapchat Discover with millennial-centric content to usher in new subscribers for New York Fashion Week (see story).

“The fashion and luxury community continues to see the power of Sweet’s voice on both the editorial and advertising fronts because we’re known to break news and share new products with an engaged and influential audience,” Mr. Clark said. “With the mobile platform’s utility to save, screenshot and share products, Sweet can impact purchase decisions in immediate and profound ways that positively affect a brand’s inbound sales.

“We’ve had brand sites crash due to traffic; it’s incredible what Sweet can do.”