.fashion

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Status:	Proposed
Type:	Generic
Category:	Industry
Priority #:	320 - Uniregistry, Corp. 493 - Donuts (Big Dynamite, LLC) 516 - Top Level Domain Holdings 1178 - Famous Four Media (Diamond Registry Limited)

.fashion is a gTLD that was proposed in ICANN's New gTLD Program. After a Private auction in May 2014, Top Level Domain Holdings (TLDH) became the only applicant for the string.

Positioning Statement

A .fashion domain name offers fashion, clothing and footwear brands and businesses a unique opportunity to strengthen their web presence. By creating a memorable, unique address, .fashion strongly ties your brand name to the concept of fashion. The domain works equally well across a variety of applications: it could be used for a clothing brand’s online store, a model’s portfolio page, a photographer’s online flip-book, a cosmetics brand’s web presence, and much more. No matter which corner of the fashion industry you work in, a .fashion domain name is a great way to instantly project that your business is hip, cutting edge, and fashion-conscious.

Benefits

A .fashion domain name also comes with a rather unique advantage: “fashion” is one of the few English words that’s widely recognized in China. Using a .fashion domain name could connect your brand with more clients in China’s massive beauty and fashion industry.

Current Applicant

1. Top Level Domain Holdings Ltd.- It is one of 68 new gTLD applications filed for by the company on its own behalf. This applicant submitted a Public Interest Commitment, which can be downloaded here.

Previous Applicants

1. Famous Four Media (Diamond Registry Limited)- This is one of the 61 new gTLDs applied by the company.
2. Donuts (Big Dynamite, LLC)- Is the company with the largest number of new gTLD applications; a total of 307 strings. Donuts created a separate LLC to submit its application for each domain name string including Big Dynamite, LLC for .family. Its investment for application fees alone was $56 million. This applicant submitted a Public Interest Commitment, which can be downloaded here.
3. Uniregistry, Corp.- a new company established by Frank Schilling, a domain name investor who personally invested $60 million in the company to apply for 54 new gTLDs.

Private Auction

In a private auction conducted by Applicant Auction in May 2014, TLDH won the rights to .fashion over the other three applicants for an undisclosed amount.

TLDH & $15mm Auction Funding

On February 26 2013, Top Level Domain Holdings Ltd. announced that it had entered into a funding agreement worth $15 million to be used in the case of auction for a specific unnamed TLD. The investor will not receive ownership of the TLD but a share of future revenues. TLDH did not name the TLD that the funds are directed for, and it is in 11 head to head contentions and 12 featuring more than one contender.