|LOS ANGELES, OCTOBER 8, 2018 – Turner and Jenna Lyons announced today a new, multi-disciplinary partnership at the intersection of lifestyle, home, fashion and beauty—bringing Jenna’s approachable, finely curated point of view to a broader audience. This venture will integrate all elements of today’s media landscape including television, e-commerce, social media and direct to consumer platforms.
Launching in 2019, Lyons and Turner will unveil an unscripted series at the center of an integrated lifestyle space, comprised of daily online content and direct-to-consumer commerce that will evolve into a full-fledged digital platform in 2020.
Throughout her career, Lyons has been driven by a passion to meld desire and approachability into a cohesive vision of interiors, fashion and beauty. At the heart of her work is the belief that aspiration and accessibility can co-exist. This thoughtfully edited platform will provide individuals the tools to create their own style narratives.
“We want to try something new,” says Lyons. “I want to build a story-driven, comprehensive resource for anyone to satisfy their personal style and help them make aesthetic choices. And we will bring that together with real time entertainment with Kevin Reilly and the team at Turner, where I’ve found an inspiring and open-minded approach to thinking about commerce across multiple platforms.”
“In addition to her notable leadership, I, like millions of Americans, was taken with Jenna’s role in shaping J. Crew Group’s growth and strategic transformation,” says Kevin Reilly, president of TBS and TNT and chief creative officer, Turner Entertainment. “I couldn’t think of a better partner for this next-generation fusion of media, lifestyle, and commerce.”
In collaboration with Turner, Lyons will share her curatorial perspective in a weekly television series produced by Our House Media with Matt Hanna, Simon Lloyd and Hillary Olsen executive producing.
“Our House Media is super excited about working with Jenna and Turner to create something that’s never been done,” says Matt Hanna, President, Our House Media USA. “The timing seems just right to finally crack the content-commerce puzzle. And connecting a personality like Jenna with the vision of Turner presents us with an incredible creative opportunity.”
Observatory, the marketing agency led by CEO Jae Goodman, will consult Turner, Lyons and Our House Media on the platform’s brand relationships, marketing, and content-meets-commerce approach.
Goodman adds, “The relationship between brands and entertainment has been the same for fifty years: Commerce interrupts content in the form of ads. This new venture will move beyond this convention to create a world where the content is the commerce and vice versa, delivered with Jenna Lyons’ signature style and approachability.”
Today’s announcement is a continuation of Turner’s initiative to expand relationships with talent into multiple, diverse business platforms. In May, TBS announced an expanded partnership with Conan O’Brien though a new joint venture, the first iteration of which is a multi-city comedy tour kicking off Friday, November 2.
Throughout her career, Lyons has been driven by a passion to meld desire and approachability into a cohesive vision of design, fashion and beauty. At the heart of her work is the belief that aspiration and accessibility can co-exist. During her 27-year tenure at J. Crew culminating into Executive Creative Director and President, Lyons built a talented team that brought a singular, inclusive and joyful vision to the brand. Lyons graduated from Parsons School of Design in 1990 and landed her first job at J. Crew Group when she was 21.