【】, and Blake Lively used to run

LOS ANGELES -- Reese Witherspoon, a champion for female voices in film, is launching a new multimedia brand for women.。

Called
。 Hello Sunshine 。, the cross-platform brand is designed to tell female-driven stories in short online videos and social media -- with ambitions for television and feature films. It will ostensibly stand apart from Draper James, the clothing line that Witherspoon launched in 2015.。

Good morning. hellosunshine will be here soon!

Good morning. hellosunshine will be here soon! ☀️ pic.twitter.com/gcN9JBCP8E 。

— Hello Sunshine (hellosunshine) November 21, 2016  。 Witherspoon is teaming up with Otter Media (a joint venture between the Chernin Group and AT&T) for the launch. The companies, which have a majority stake in digital entertainment studio Fullscreen, are behind popular web series such as 。Summerbreak。

Summerbreak。

. 。

The overall goal of Hello Sunshine is to "create, curate and discover powerful content by and for women across all platforms, from daily social and short form digital content to television shows and motion pictures," the companies said in a release Monday.。

SEE ALSO:Reese Witherspoon to pen lifestyle memoir。

The news marks the continuation of Witherspoon's efforts to elevate women's voices beyond just Hollywood. 。The Academy Award-winning actress also has her own film and television production company called Pacific Standard, which is known for elevating and championing female storytelling.
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She also is behind the popular brand Draper James, and is working on a lifestyle memoir.。

“I'm thrilled to be partnering with Peter Chernin and AT&T on this exciting new company," she said in a release. "My lifelong passion has been to tell women's stories with authenticity and humor. This partnership will allow me to reach a greater audience that is eager for more female driven content."。

"My lifelong passion has been to tell women's stories with authenticity and humor."。

Media and tech industry executive Kerry Tucker has been tapped as Hello Sunshine's CEO, where she will oversee all operations and strategy.。 Tucker came from the recently acquired video start-up The Video Genome Project, where she served as one of the principal architects of its sale to Hulu. She also served as EVP/CMO of Victoria’s Secret.
 。Seth Rodsky, founding partner of Strand Equity Partners, will join the board. 。 Witherspoon's not the only celeb to take on the digital world. Gwenyth Paltrow has。Witherspoon's not the only celeb to take on the digital world. Gwenyth Paltrow has
。

goop。

, and Blake Lively used to run。Preserve。before it shuttered in late summer.。Content will start rolling out on Hello Sunshine's website in 2017. 。