John Lewis has partnered with YouTube vlogger and fashion journalist Jim Chapman to curate looks from the retailer’s menswear collection.
The British vlogger, who has 2.5 million subscribers on his YouTube channel, will act as style curator for John Lewis’ menswear collections over the next six months.
Chapman is the next in a line of YouTube vloggers to team up with high street retailers, following Zoella’s partnership with Superdrug to create a line of beauty products in 2014.
John Lewis’ womenswear collections regularly drive sales in its fashion category overall, so the retailer will be banking on this partnership boosting sales of its men’s collections.
Chapman will select an edit of the retailer’s menswear items during his time as style curator for the business.
John Lewis reported a 3.1% rise in its like-for-likes in its full-year profits in March, while operating proftit was flat at £250.2m.