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YouTube Stars Have Taken Over Story

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Never underestimate the power of a good YouTube channel, no matter the age of the person at its helm. Some of the most famous young personalities from AwesomenessTV are now wielding their influence over concept shop Story, which has created a setting that brings the internet to real life shopping with products both curated and inspired by these teens.

The constantly-changing Chelsea storefront, which previously brought us all things wellness, is now broken down into sections for each new-age star to tell "Your Story"—Alli Simpson, Ingrid Nilsen, Connor Franta, Meg DeAngelis, Amanda Steele, and Sawyer Hartman—complete with watercolor portraits and signs from the Brooklyn-based illustrator Samantha Hahn and playful Mad Libs-style cue cards. Shopping options include jewelry ranging from locally-made pieces to Baublebar favorites; apparel from The Vintage Twin, Happy Socks, and Supply System; beauty options from Julep and Malin + Goetz; and sweets from Dylan's Candy Bar and Sugarfina.

And as usual, Story's at the forefront of incorporating digital into its shopping experience. That includes both what you can buy—like the Olloclip camera lens that attaches to your iPhone—and what you can do while shopping. Perch Interactive is back with a display that has the YouTubers extolling the virtues of what you're picking up off the shelves, and there's a booth for making entertaining Phhhoto GIFs that'll be projected onto the store's walls.

Your Story is now live at 144 Tenth Avenue through Sunday, April 5th. For a list of events surrounding this theme, like a demo on 3D-printed makeup and a book launch party for Brit Morin, head here.


144 10th Avenue, New York, NY 10011 (212) 242-2694 Visit Website