Get ready for MsLabelled, a new online comedy co-produced by Shaw Media and Shaftesbury’s digital studio, Smokebomb Entertainment, featuring Fashtion Television’s Jeanne Beker, who’ll serve as both star and exec producer.

Designed to run online as well as airing on Slice, MsLabelled is a fashion-focused, multiplatform comedy series that will consist of 20 four-minute episodes.

Described as a “a witty, vlog-style comedy series set in the fast-paced, high-pressure world of fashion,” the series will centre around a young fashionista named Ella (Rebecca Liddiard) as she tries find her own voice in the industry by launching an upstart fashion blog, after landing a job at a magazine overseen by editor-at-large Jeanne Beker (playing herself).

The series will also extend its reach into social media via Instagram, Tumblr and Twitter, where fictional and actual fashion vloggers — along with the fans of the series — can share, discuss and dissect fashion and fashion trends.

The first six episodes are now available on the Slice network’s website, as well as on the VervegirlTV YouTube channel, with new episodes set to be released each Tuesday and Thursday.

“We know great content can thrive on multiple platforms,” said Christine Shipton, SVP of Content, Shaw Media, in the announcement. “MsLabelled, a series ripe with entertaining characters and strong storytelling, works perfectly across both mediums and offers us the exciting opportunity to have brands like Schick® engage with the series.”

“I’m excited to be contributing to this new wave of transmedia programming that will undoubtedly resonate with all those cool, young women out there who can never get enough of the enigmatic world of fashion,” added Jeanne Beker. “Having had the privilege of initially pioneering fashion content for television three decades ago, I’m now savouring this opportunity to make waves on a whole new media frontier.”

Also partners on the series are brand agency shift2 and Schick Quattro for Women.