Young pop stars like Miley Cyrus (pictured) and Vanessa Hudgens are pushing the envelope when it comes to sexy clothes, videos and even MySpace pics, leaving some parents concerned about the influence these celebs have on their daughters. And with teen sites like CosmoGirl.com promoting them — and their fashions — it may seem like there aren’t many online outlets geared toward more “wholesome”content for young girls. So with the launch of Suddenly Darling, an online community for teens that are into more “modest” fashions, CastFam Productions is trying to target a sweet spot: girls and their parents looking for less risque clothes and content, and the advertisers that want to reach them.
The site launched in beta late this summer; Compete stats show that unique monthly visits haven’t cracked the 10,000 mark, but have been growing steadily. Still, parent company CastFam Productions is hoping that Suddenly Darling’s “wholesome” niche will be more appealing to advertisers than its reach; the site offers display and video ads, editorial sponsorships and branded events. There’s also an affiliate sales revenue stream, as girls can browse through fashions from retailers like ModCloth.com, then click through to buy.
Suddenly Darling was founded by 17-year-old Katelyn Rose, daughter of CastFam Productions CEO Craig Caster. A former minister and family counselor, Caster launched the company with the goal of creating positive-minded digital content. Privately funded CastFam has six employees; other projects include a forthcoming kids site called Monster Gus, and an indie film called The Legend of Pochantas.