Lifestyle
A Fashion Blogger Wields Significant Influence in the Fashion Realm
Apr
The Dawn of Fashion Bloggers’ Reign
In the early 21st century, a peculiar shift began to emerge in the fashion landscape: the rise of fashion bloggers. Surprisingly, despite holding coveted front-row seats at fashion shows, many editors refrained from capturing runway moments through their lenses. This unspoken “rule” became ingrained in the industry’s fabric, shaping the trajectory of fashion media in unforeseen ways.
In the latter half of the 2000s, fashion bloggers revolutionized the scene. Dubbed as “guerrilla squads,” they wielded digital cameras and smartphones, boldly capturing photos and videos directly on the runway—a practice previously unthinkable within the industry’s confines. This bold move shattered the traditional rulebook, heralding a new era of fashion documentation and democratizing access to the coveted world of high fashion.
The inaugural wave of bloggers, including Bryan Yambao (Bryanboy), Susanna Lau (Susie Bubble), Tavi Gevinson, and Scott Schuman, spearheaded the golden age of fashion blogging, laying down the groundwork with their pioneering rules and strategies for cultivating a distinct personal brand. They captivated audiences with their insightful perspectives, unique voices, and adept use of technology to connect with their followers.
Their influence transcended the digital realm, setting the stage for the widespread adoption of influencer culture that permeates society today. In essence, these trailblazers forged the path for the influential and pervasive presence of influencers in contemporary culture.
The fashion industry’s unabashed admiration for fashion bloggers became increasingly evident during this period. In 2008, Marc Jacobs paid homage to Bryanboy by naming a handbag in his Fall/Winter 2008 collection “BB,” a nod to the blogger’s impeccable taste and distinctive persona. By 2009, Domenico Dolce and Stefano Gabbana extended invitations to luminaries such as Bryanboy, Tommy Ton, Scott Schuman, and Garance Doré to grace the front row of their shows.
This burgeoning recognition garnered widespread media attention, with headlines splashed across major newspapers proclaiming “Fashion Week’s Front Row Dominated by Bloggers” and “Fashion Bloggers Command the Spotlight in Center Stage.”
The turning point in the midst of the golden age arrived suddenly when fashion editors recognized the potent influence wielded by this cadre of bloggers, boasting loyal followings of up to half a million readers. They perceived a looming threat to the traditional hierarchy within their domain. In 2010, a reporter from Grazia voiced discontent over being obscured by the outfit of a fashion blogger seated prominently in the front row of Christian Dior’s Haute Couture show.
In response, fashion editors strategically leveraged the very platforms that had propelled bloggers to prominence—the realm of social media. Harnessing their insider status and access to exclusive news sources, editors reclaimed their position of authority in the game. Simultaneously, they exploited the power of social networks to bridge the gap between themselves and the formidable cadre of fashion bloggers, thereby restoring equilibrium within the industry’s ecosystem.
