When “Creators in Fashion” took over VidSummit’s main stage in early October, the closing-night crowd witnessed something the creator economy had never quite seen before: a live, shoppable runway show powered by YouTube and Shopify, streamed globally, and produced by Theorist Media (home to popular YouTube channels like “Game Theory”) under its parent company Lunar X. For Amy Roberts, Creative Director and Host of “Style Theory,” it was the culmination of a multi-year experiment in turning fandom into commerce.

“We wanted to give creators the same kind of showcase moments that traditional fashion houses get during Fashion Week,” Amy says. “For the most part, those events don’t invite creators who are making very cool apparel. So we wanted to bridge that gap between traditional fashion and YouTuber fashion.”

What began last year as a small warehouse event in Los Angeles turned into a large-scale, creator-led production that merged entertainment, community, and commerce on one stage. This year, it wasn’t just about merch. It was about showing the creator economy’s growing influence in cultural spaces once reserved for luxury brands.

Amy Roberts

From Merch Drops to Fashion Moments

Amy joined Theorist nearly eight years ago, steadily moving from Channel Manager to Brand Manager before helping launch “Food Theory.” When the team began planning “Style Theory,” she wrote a script, auditioned for the host role, and ultimately took creative lead. That same instinct for experimentation carried into merchandising.

“In 2023, we wanted our products to feel more elevated than just general merch,” she says. “We asked, how do we promote this to our audience so they understand what we’re doing? Matt [Patrick, Theorist Media co-founder] and I were both big ‘Project Runway’ fans and thought, ‘What if we tried a fashion show?’”

The first “Creators in Fashion” show served as a proof-of-concept; a small-scale production featuring a handful of creator-designers. But the response made clear there was potential for something larger. By 2025, Amy and her team envisioned an event that could serve as both a creator showcase and an interactive livestream experience for fans worldwide.

The VidSummit Partnership

VidSummit, an annual convention known for bringing together top creators and industry professionals, provided the perfect stage for Theorist’s activation. 

“Year one was a standalone event here in Los Angeles,” Amy explains. “This year, we partnered with VidSummit, which let us invite even more creators, have a larger production, and create a truly collaborative experience.”

Photo credit: Mariya Stangl Photo

The partnership gave Theorist access to a professional stage setup, an engaged creator audience, and the logistical backbone to expand its reach. “VidSummit gave us a space to put on our show and an avenue to talk to creators we didn’t have connections to,” Amy says. “We were able to share creators with them, and they shared creators with us. It became a universal event.”

The goal, she notes, was inclusivity: to make fashion feel like something that belonged to everyone, not just style insiders. “We want people to think fashion can be for anybody,” Amy says. “Bringing in creators from different verticals was key to that mission.”

A Live Shopping Experience with YouTube & Shopify

One of the most notable aspects of the 2025 show was its technical backbone: a multi-store live shopping integration built through YouTube and Shopify.

“We worked with YouTube Shopping to do something they weren’t actually designed to do, which is to let us link multiple shops in our backend,” Amy explains. “That way, creators get all their funds. We’re not doing affiliate shopping; Theorist doesn’t take a cut. It lets everyone stay on the site and shop during the show.”

That seamless experience, Amy points out, was crucial. “Retention is invaluable. You don’t want people to leave once they’re there.”

Her team had learned from the first year’s friction points. “With YouTube Shopping, you need a grace period before products actually show,” she says. “So this year, we built out that workflow ahead of time, got all the product codes from creators, and had our team live-input those codes during the show as the items went down the runway.”

The integration, while manual, allowed viewers to click items directly from the livestream and purchase in real time, a first-of-its-kind setup for a creator-led fashion show. “YouTube audiences are still new to live shopping,” Amy says. “We had to teach people what that means on YouTube. Part of our job was showing them how it works.”

Sydney Morgan & Glam Girl Gabi
Photo credit: Mariya Stangl Photo

Behind the Curtain

If the livestream looked effortless, the backstage story was anything but, according to Amy. The Theorist team had less than a day to turn VidSummit’s main stage into a functioning runway.

“When ‘Style Theory’ first launched, I was neck-deep in unexplored territory,” Amy says. “That experience helped here. We learned how to roll with whatever happens live.”

The day began with tech setup and makeup prep, followed by the arrival of creators and models. “Our first walk was literally one of our favorite performers doing a live song written for the show,” she recalls. “I told everyone, ‘This isn’t New York Fashion Week! Have fun.’”

Chaos came with the territory. “The biggest stress was whether everyone would be dressed on time,” she says, laughing. “During our final ‘mashup walk,’ no one was in place. I had to keep talking on stage while people were sprinting behind the scenes. But somehow, it looked completely smooth to the audience.”

Among the most memorable moments: the Try Guys’ mid-runway quick-change challenge. “They ran on stage in these epic gowns and coats just in time,” Amy says. “It was one of those ‘this is a live show’ moments that make it all worth it.”

Impact and Momentum

For Amy, success extends beyond view counts. “‘Creators in Fashion’ has two values,” she says. “It’s both a live event and a livestream. We look at engagement: how active the chat is, how excited people are, and whether they came back for year two. Sentiment matters as much as views.”

The live event also functions as a reputation builder within the creator industry. “Are people talking about it afterward? Do they see it as a place to go?” she asks. “This year, the biggest success was the reaction to the live show. Now, we have more creators asking to be part of it next year.”

That demand, Amy believes, reflects a larger shift in how creators see fashion as a form of self-expression and entrepreneurship. “Creator-led businesses don’t get a showcasing moment,” she says. “This event gives them that runway, literally.”

Designing for Engagement

The show’s pacing borrowed more from YouTube than traditional fashion. To keep the livestream audience engaged, Amy interspersed challenges and creator segments between walks. 

“Fashion show attendees might not be used to having a makeup challenge or cake challenge in the middle, but the YouTube audience is,” she says. “Those breaks give viewers time to reengage and even make purchases.”

Strategic sequencing also played a role. “We varied the visuals, such as casual unisex looks, then feminine pieces, then more masculine designs,” she explains. “You don’t want similar brands back-to-back. We wanted every moment to feel distinct and dynamic.”

Amy confirms that the format paid off. According to her, the mix of entertainment, shoppable moments, and creator energy kept viewers tuned in for the full broadcast and set a template for future creator-commerce collaborations.

The Expansion

Following the show, Amy and Theorist are already preparing a new apparel collaboration with “Poppy Playtime,” a franchise beloved by their audience, as well as plans for 2026 product releases. Long-term, she envisions expanding “Creators in Fashion” into a global event.

“I’d love for it to become a destination where fans can attend and see their favorite creators walk the runway,” she says. “Right now, the in-person experience is industry-only, but it’s always been our dream to involve fans. It’s as much for them as it is for us.”

As Theorist and Lunar X consider a third edition, or even smaller pop-up versions at other conventions, Amy remains focused on making the creator economy’s influence visible beyond screens. “For me, the biggest reward is seeing creators have a good time and feel proud of what they’re making,” she shares. “A lot of them have never done live before. Getting to hype them up and see that moment of confidence – that’s everything.”

She hopes the event will continue to push the boundaries of what creator-led commerce can be. “I think of it as the big sister role,” Amy says. “We’re helping creators find their confidence in what they wear, what they make, and how they connect with their audiences. There’s no wrong answer for what you want to wear. It’s about celebrating that creativity together.”

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