RUNWAY RHYMES

How fashion blogging is evolving from street to smart

Blogging was everything, then it wasn’t and then it came back. With Instagram Stories being the often new equivalent blog posts in a society whose speedy pace is only advancing, it seems like a very suitable yet promising solution. But this post is not so much about blogging outlets as it is about the content of the posts.

Fashion blogging is dead – long live fashion blogging

Once upon a time, there was Blogger. There were Header 1 font-weight details on a now archaic css template customisation. There were Lookbook, Bloglovin, Tumblr feeds and early YouTube days among others. It was somewhere around 2008 when a girl my age was shown on Fashion TV, invited to front-row Paris Fashion Week seats. She was wearing “crazy grandma inspired outfits” as she called them, styled with a cool-toned purple bob and an oversized bow – enter Tavi Gevinson. Her Style Rookie has now grown to become the Rookie magazine. She has built a brainy fashion empire around her passion from an astonishingly young age, at least for her time.

All the while, early OOTD shoots and bootleg editorials have evolved not only in equipment quality but also in composition. Compare the average post quality to what it was only around five years go? You get the picture. The industry has formed and evolved as quickly as social networks. To be honest, the speed at which the industry itself has formed still baffles me to this day.

Enter the influencers and #ad

Enter the fifteen percent discount codes, hauls and collections or tours on the channels. What has the term “influencer” even become? An aspiration for one or an oversaturated conjunction that makes ones eyes roll? In the ever popular Q&A “How to become a full-time blogger?” are the two answer categories. First, the “be yourself, be consistent and post quality content” which sounds so obvious yet is harder to achieve on an long term scale. And then the secrets – the part of the industry that isn’t really shared with readers at all. Tamara Kalinic, whose content is a glamorous mix of luxury purchases, idyllic travel grams and food for thought, has mentioned this more than once – when you’ve spent years working on your baby, you don’t really want to share these “secrets” with the first day newbies.

And I get it – it totally makes sense because they, the now influential bloggers, started with the first advice: authenticity, consistency and quality. If you can’t stay persistent with these, is blogging or content creation really something you should be aspiring for?

All the while, influencers have become such an indispensable part of advertising in a very little time. Lydia Elise Millen recently shed light on important subjects such as the rules in advertising and how its rules are nearly not as defined and marked as they should be. Discussions like these are more than important. Since blogging has become an industry of its own so quickly yet the rules still haven’t been defined, it is crucial to have that discussion. Side note: I feel like this topic calls for a separate post. Bloggers and/or influencers who have already set up their brand are a key-element here. In an industry where the rules and law have yet to be defined, there is a growing need for a conversation starter from those with a big audience and not only when it comes to ads.

Which brings me to my next topic…

A change of season – Diet Prada and the thought influencers

Sure there was Tavi Gevinson but in the mainstream flow, how many thought and critical thinking game-changers are there really? Two names, one evergrowing phenomenon: Diet Prada.

Followed by the comeback infused #pleasesaysorrytome was a pinpoint in November 2017 – the Borrow My Balmain and the birth of “J’Adoir”, once again marking a milestone in the duo’s status as a thought influencer. The latter defines a content creator from whatever platform who invites their readers to critically think along, notice and take action. Even when asked from where DP gather their knowledge, they marked their followers – Dieters – as one of their sources. Spot, send and you’re served!

Another critical thinker is Haute Le Mode and his self-defined “fun sassy bitchy analytical” satire reviews served with extra attitude. Aside from modern fashion history classes, this channel is a good outlet to keep your finger on the pulse of what is generally happening in the industry.

There is now a deeper, more meaningful conversation to join in and it’s a needed breath of fresh air.  

I love a strong editorial and appreciate content where you can see the author’s passion and authenticity as much as the next gal or guy. Yet in an industry saturated with sugarcoat filters and glam editing skills, there is now more and more need for attention placed to the essence of it all. The growing popularity of critical thinking and discussion is a valuable element in that addition.

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