NEW YORK, United States — From Vice to Buzzfeed and Hearst to the New York Times, media companies with branded content studios are not a new phenomenon. But for Coveteur — the fashion and lifestyle site known for its distinctive original photography — the launch of Coveteur Creative marks a natural evolution in what the company hopes will become a significant revenue stream in a fiercely competitive advertising market.

“The best luxury brands in the world love the way that we create content, whether it’s photo or video or written content,” president and chief executive Warren Webster tells BoF. “We want to be able to offer our clients a full-service option… That’s definitely part of our growth strategy.”

Coveteur Creative will focus on advertising campaigns, editorial and social media projects and events. Prior to the launch of its dedicated branded content arm, Coveteur was already creating commercial campaigns, including a video series for Reebok starring Gigi Hadid in 2016 and an editorial shoot with Louis Vuitton for L'Officiel Singapore starring three influencers in 2015.

In April, Coveteur saw 426,000 monthly unique US visitors, according to ComScore, and 800,000 monthly unique global visitors, according to Google Analytics via the company. And it boasts a total audience of over 3 million across all its platforms.

Based in New York City and Toronto, the site is currently focused on expanding its editorial coverage beyond fashion to beauty, health and wellness. The company also recently named Cindy Crawford, Bobbi Brown and Prabal Gurung as advisors to the brand.