Gemfields teams with M2M for style-centric content

Behind-the-scenes with Gemfields and M2M

Colored-gemstone miner Gemfields is establishing a presence during New York Fashion Week this September through an influencer film series.

Running as part of style video network M2M’s In Conversation series, the films feature bloggers talking about how color relates to their personal fashion sense. This branded content will enable Gemfields to further connect itself to the world of fashion.

Style stories
Gemfields’ fashion week films draw on its recently launched “Ruby Inspired Stories,” which explore rubies’ believed symbolism of passion, protection and prosperity through tales of a single moment in three women’s lives. Rather than focusing on the physical appeal of the rubies pictured, Gemfields insteads highlights their emotional appeal, as the stones bring back memories or help to celebrate a milestone (see story).

Expanding on this concept, the M2M series will feature bloggers Amanda Steele, Ciprianna Quan and Chriselle Lim in narratives about the meaning of colors. According to WWD, these will debut at a private event on Sept. 9, and then run on M2M.

Behind-the-scenes with Gemfields and M2M

Developed by entertainment conglomerate and New York Fashion Week organizer WME-IMG, M2M is a video network, covering the past, present and future of the fashion industry though multiple storytelling efforts (see story). Recently, the content platform worked with Marc Jacobs on a series of filmed book readings.

M2M was originally launched as an Apple TV exclusive. Consumers can now view M2M’s mix of original content, fashion films, runway presentations and documentaries on iPhone, iPads, Roku, Amazon’s Fire TV, Android TV and Microsoft Xbox.

M2M

In addition to M2M’s channels, the Gemfields series will air on the gemstone purveyor’s Web site and social accounts.

Gemfields has been working to further insert itself in the fashion world through partnerships. The brand held a trunk show on Moda Operandi, and last year Gemfields worked with Bergdorf Goodman on a selection of one-off pieces to celebrate the store’s renovated jewelry salon.

from Jewelry – Luxury Daily https://www.luxurydaily.com/gemfields-teams-with-m2m-for-style-centric-content/
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