Home' Scoop : Scoop 54 Summer 2010 Contents 156 SCOOP SUMMER 2010
hey may have emerged on the fringes of fashion, but style
bloggers have since strutted (camera slung around neck) into
the industry’s mainstream. It’s a remarkable feat – not only
given the bulky size of those cameras – but also because they
have skipped the traditional path through fashion media. While
most who aspire in the field climb a cliquey ladder to the top, since 2009 this
new voice of fashion has been catapulted from the street (where many started
out photographing dapper pedestrians) to the front row of fashion shows
around the world, including those in New York, Paris and Milan.
Australia followed suit in 2010, flying in a selection of the world’s leading
bloggers to cover Rosemount Australian Fashion Week in Sydney. However,
this rise in prominence means they’re not the only ones g etting a plum
new view of proceedings. Armed with cameras and laptops, blogg ers have
extended the front-row experience to readers throughout the world, often
uploading catwalk images before the last model has bowed out.
So, it no longer matters where you are, even ‘the most isolated capital
city’ – Perth – can have its finger on the pulse of new trends. This marks a
significant shift in fashion media, where the internet has created an incessant
flow of information. There are now hundreds of thousands of style blogs,
which can be updated almost anywhere, at any time. And they’re interactive,
so readers can communicate their thoughts by posting comments or emails.
While nothing can replace the luxury of flicking through a fat, glossy
magazine, blogs have taken up some of the slack between issues. They satiate
the eyes of hungry fashion followers with visual inspiration en masse. No
matter what your inclination – shoes, bags, street style, budget fashion or
credit card maxing excess – there is a blog (or several thousand) to suit.
Some are image based, others laced with thoughtful comments. Invariably
though, the content will reveal something of the blogger’s innate style and
personality. And this, ultimately, is what draws readers back for more. A g ood
fashion blogger is like a good friend – with amazing dress-sense. We’ve trawled
through the masses to bring you a selection of the most stylish blogg ers out
there. If you haven’t met them yet, jump online and introduce yourself.
THESE ARE THE BLOGS TO
SUIT WHATEVER YOUR STYLE
THE SARTORIALIST The
deity of fashion bloggers.
Scott Schuman (aka The
Sartorialist) receives 36 million
visitors to his blog each year.
Whether he’s photographing a
celebrity or a passer-by on the
street, Scott’s perfectly crisp
shots are always awash with
inspiring details. He’s also
known for snapping industry
insiders at all the major fashion
shows, from Celine to Marc
Jacobs and Chanel. Visit
GARANCE DORE’S UNE
FILLE COMME MOI The
fashion industry’s new
favourite. Everything about
this French illustrator is
adorable – even her broken
English, which occasionally
doesn’t make sense.
Garance (who is dating
The Sartorialist’s Scott
Schuman) has created a
splendidly wistful blog,
combining her fashion
drawings, offbeat humour
and photographs of stylish
types. You can also view her
videos from the front row at
shows including Jil Sander,
Lanvin and Dries Van Noten.
This blog attracts 50,000 a day.
IMELDA Because fashion
should be fun, and
occasionally, funny, you should
follow this blog. Sydney-based
fashion-mister Matt Jordan
blogs in character as Imelda
Marcos, the former Philippines
First Lady with a penchant
for shoes. This critical, and
often hilarious, guide to
high-end footwear (hot off
the catwalks everywhere
from Prada to Louis Vuitton)
has quickly gained an
Visit imelda.com.au .
& THE BEAUTIFUL
They are flown throughout the world, seated front
row and regarded as modern style ambassadors –
why are we all obsessed with fashion bloggers?
words Jessica Matthews
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