A talk through every type of blogger
and why it’s not as easy as it seems.
A little
journalism secret? The high fashion industry doesn’t give a shit about
bloggers. Or at least, they let the journalists think that. Just sit back and
judge for yourselves whilst journalists turn up their nose or coo over the
little baby bloggers prancing around fashion week without an incredible amount
of university debt…
But it seems
that times are changing, or at least there ought to be. Last week, it was
announced that French fashion blogger and photographer, Garance Dore will be
collaborating with Vince, providers of luxury fashion brands since 2002. This
will be the brand’s first ever capsule collection. So as bloggers start
slipping quite comfortably into fashion week, is it about time we start
perceiving bloggers a little more professionally?
In 2010,
journalist Jolie O’Dell argued against the matter – “I have to apologize on behalf of my entire
profession for how you have been treated
by a few bloggers, whom I’ll have the tact to not name here. There are bloggers
who know and care nothing about real journalism, who see this profession as an
opportunity for short-term gain at anyone’s expense, who find no joy in it and
who dream only of fame in the now and a lucrative exit thereafter. These people
are not journalists; they are self-serving scum. And they’ve royally fucked up
how a lot of people see my profession.”
An
understandable point, yes, but it seems Jolie O’Dell is addressing only one
type of blogger in this article. The blogging industry is a new, growing sector
of the media. It seems all we need to really do is start thinking of a fashion
blog as a much wider sector of the industry.
In 2013, Ida
Engholm and Erik Hansen-Hansen published an article explaining everything we’ve
been wondering so far and solved all of our problems. There are four ways to go
when getting into blogging: professionals, fashiondustrias, street style and
last but certainly (possibly) not least, the Narcissus.
A
‘professional’ blog will have been created by a magazine, a little harder to
get to, mainly written by fashion journalists – but we do see bloggers like
creep up there. The fashiondustrias, what Enghom and Hansen address as
‘semi-professional’ who ‘report on professional style subjects in the fashion
industry’. These two sectors are an especially brilliant example for
considering blogging as a training ground; the step before the serious stuff
that is mainline journalism. Garance Dore for example, started her blog
reporting on fashion subjects with an extensive knowledge in the fashiondustria
sector, only finding her self graduating into the professionals with
collaborative projects not only at Vince, but Tiffany & Co, J. Crew and
many more.
Then we have
the street style bloggers (self explanatory) and lastly, the Narcissus –
possibly the blogger Jolie O’Dell was addressing in her article? Yes we have
the instafamous outfit posters, and yes, everyone and their bloody Aunty Jill
are ‘bloggers’, but if you went through these with a fine toothcomb, a good 30%
of these people would absolutely brilliant writers.
Take Susie
Lau for example, founder of fashion blog, Style Bubble. Lau has been at the
epitome of Industry bloggers for almost 6 years now. A writer with intensive
knowledge of the industry and former commission editor of Dazed Digital. Has
she earned her press chair?
With young
narcissus’ (or instagrammers) being idolised and celebritised by 14 year old
fan girls – its becoming the only medium young, serious, aspiring writers are
exposed to. They think that’s their way in. And in some ways it is, most
writing courses, internships or even a job at the local gazette ask for a
portfolio of work: where is a sixteen year old student supposed to get this?
Should they chuck in their year 11 Macbeth review and hope for the best? The
truth is, a blog is the best way to find style, to build confidence and stay
active in the industry.
Although some
may see some form of high school hierarchy going on here, with Susie Bubble and
Garance Dore sitting right up there on the throne. All four sectors of blogging
are equally as successful – with an astounding view of their market, a personal
writing approach and lets be real, a lifestyle we can’t really say we’re not
jealous of. But the success and the press seat wasn’t just handed to them… so
journalists just sit down, let it happen and keep up!
No comments:
Post a Comment