Zappos, which made its name in the digital sphere through a generous return policy and product videos starring its employees, is reaching out in the other direction with its newly re-launched Zappos Couture site. Former Vogue editor and current Numéro Russia editor-at-large (way cooler, if anyone is asking us) André Leon Talley is the site’s new editorial and artistic director.
Talley’s role is equivalent to Rachel Zoe’s at Piperlime — put his stamp of approval on a selection of products, which in this case are culled together in an editorial section called ZeeCee. Besides that, Talley will be directing a series of shoppable videos for Zappos, highlighting different items from the site. Given how entertaining the editor is in regular life, the digital content could be pretty fun as far as branded videos go.
ZeeCee is also pretty cute in that it highlights a “dude of the month” — at this time, Marc Jacobs — and various celebs and relevant style picks. Plus, you get a companion video of Andre wearing a giant fur coat and explaining the looks, which makes any trend-watching more palatable.