Women who take their shopping very ‘Srsly’

Any viewers outside of the Srsly faithful might feel their product-placement antennas spring up at this collaboration. But Gibson and Fiber,both 24,have never been compensated by the many brands they’ve mentioned in their videos,which pay homage to experiences like dealing with haughty boutique sales clerks and feeling polish indecision at the nail salon. They simply consider their tastes,which first bonded them as seniors at New York University—both love Burberry trenches,Breton striped shirts and the coffee shop Everyman Espresso—to be as much a part of their comedy as the comedy itself. “We knew we wanted our videos to be funny,” Gibson said. “But we also wanted them to be girlie.”

A video called Credit Card—in which a customer-service rep runs a litany of charges by Gibson for verification—unfolds mostly as a list of brands. But each one seemed to fit seamlessly into the image that they have built —young,posh,cultured,fashionable—and there was a good reason. “We just brought up our accounts,” Fiber said,“and wrote down what we’d bought recently.”

Barry Blumberg,executive vice president of the branded-content behemoth Alloy Entertainment,said he thought that Srsly was onto something. “Brands that you love can be a mutual touchpoint for talent and their audience,” he said. “Look at Oprah. These girls have a real relationship with their viewers. You talk about things you love,and you foster trust.”