7Bravo has found its new red carpet queen. Bella Varelis, a familiar face in Australian media and digital circles, has stepped into her dream role as the host of 7Bravo and the face of Live From E!’s red carpet coverage.
“Becoming the host of 7Bravo and the face of such an iconic global brand is a dream,” says Varelis. “I grew up watching Live From E!, so to become the face of 7Bravo’s red carpet coverage is a pinch-me moment.”
From interviewing A-listers at the Bridget Jones: Mad About the Boy premiere and the AACTA Awards to gearing up for the 2025 Met Gala and the Logies, Varelis is set to be front and centre at some of the year’s most-watched entertainment moments.
But beyond the glam, there’s a clear focus on brand integration and audience engagement – and Varelis is bringing her content creator savvy to the fore.
Brand storytelling, the Bella way
Varelis’ mini-series Between Friends: Bella Beauty is more than just beauty tips and product talk. It’s a platform for brands to connect with audiences in an authentic, social-first way.
“My role is a key bridge between audiences and brands looking to connect authentically,” says Varelis. “Between Friends: Bella Beauty is all about exploring the latest in beauty, fashion, and lifestyle, giving brands an opportunity to feature within a format that feels natural and exciting to our audience.”
Whether it’s product placement on-air, co-branded segments, behind-the-scenes digital content, or influencer collaborations, Varelis is embracing a multi-platform approach.
“Social media is where we amplify it all with real-time brand moments and shareable content that keeps the conversation going,” she adds.
From personal brand to platform power
With a loyal online following, Varelis has built a trusted digital presence that resonates with her audience. She sees her followers as an extension of the 7Bravo audience – curious, engaged, and ready to be inspired.
“Social media allows me to work with the brands I love, be creative, and authentically talk to my community of women,” she says. “As the big sister or friend, they can always look for tips, tricks, and advice. I’m so proud of the girl gang I’ve got online.”
7Bravo’s brand strategy
For Peta Crum, senior director of commercial and marketing at NBCUniversal International Networks & DTC, the decision to elevate talent like Bella into front-and-centre roles is part of a broader content-meets-commerce strategy.
“Authentic storytelling is key to brand connections,” says Crum. “Our Friends of 7Bravo network offers a curated roster of content creators across categories like beauty, travel, lifestyle, and fashion – all producing premium entertainment experiences that capture the attention of our highly engaged audiences.”
Key verticals such as Between Friends: Bella Beauty and Between Friends: What to Wear with Elliot Garnaut are built to integrate brands in a way that feels seamless and native, not disruptive. “It’s aspirational, relatable and shareable,” Crum adds. “We’re creating direct pathways from content to commerce with shoppable features like QR codes and swipe-ups.”
360° engagement across platforms
In an increasingly fragmented media landscape, Crum says 7Bravo is embracing a platform-agnostic mindset: “We take a 360° approach, ensuring our content and brand partnerships reach audiences across broadcast, streaming, social media, and events.”
Linear TV continues to drive discovery and appointment viewing, while 7plus expands reach through catch-up and ad-supported streaming. Meanwhile, curated social content ensures 7Bravo stays part of the real-time cultural conversation.
“Live From E! events hosted by Bella generate viral content, positioning 7Bravo at the forefront of entertainment moments,” says Crum. “It’s about creating sharable moments that captivate and convert.”
Peta Crum, senior director of commercial and marketing at NBCUniversal International Networks & DTC
A bold and audience-first future
Looking ahead, 7Bravo is doubling down on its role as a cultural connector. From integrating with tentpole events like Australian Fashion Week to expanding its Between Friends franchise, the channel is investing in brand storytelling that meets audiences where they are.
“We’re not just following trends – we’re helping to set them,” says Crum. “With AI-powered personalisation, interactive formats, and talent-led storytelling, we’re focused on delivering experiences that matter – to fans and brands alike.”
As Varelis brings her energy, polish, and digital fluency to the screen, she’s not just hosting red carpets – she’s helping reshape how brands show up in culture.