Billboard girls

Today I’m going to talk about something that has been bothering me since the last year. 

My reason for writing this now is because of an article that The New York Times published after NY fashion week. You can read it here. 

First of all, let’s think about how fashion and especially trends spread in the old days.

In the beginning fashion as a part of a culture spread the world as the regional borders were moved. Up to the end of the 18th century developments in fashion were displayed at European courts and in cities as far away as St. Petersburg using mannequins that traveled around. They were put on display in public squares for the public to admire. Funny fact: during the wars when the mannequins were transported the carriages were always left unharmed and could travel freely, for the sake of fashion of course. An independent fashion press gradually developed from the end of 18th century that brought fashion closer to the middle class. Later on designers started using famous Hollywood actresses as their brand’s faces, e.g Audrey Hepburn for Givenchy. Which closer to the present widened and that included a variety of celebrities, who have worn designer pieces into fashion history. Like who can forget Jennifer Lopez in that green revealing Versace dress with a low lower V-neck? Later designers found models as a way of advertising themselves: Agness Deyn, Kate Moss are some models that have been noticed also for their personal style. With the social media rapid growth designers have noticed its potential when been building their marketing platforms. Diane von Furstenberg captures the attention of their target market on twitter. And Louis Vuitton broadcasted their 2010 spring ready-to wear on Facebook exclusively for their FB followers. But the newest trend I believe is marketing through fashion bloggers. Which is actually not such a new trend. That have basically made these guys- the bloggers- into these guys- a brand mascots. They just suit together so perfectly, don't they?

So why is this trend growing? 

Well first of all fashion blogs are hothothot. And they are giving fashion magazines a run for their money. Why? Because the most important thing they have is the personal touch. It’s not just clothes on models and trend forecasts. It’s about giving a peek into a real breathing made-of-flesh human being’s life. So the contact with the writer and the content is much more probable to happen. A good blog is like a good friend’s visual diary. So rising popularity of blogs means greater audience. 

It’s also an additional place to build marketing campaigns to enlarge the audience. And in all that marketing strategy a blogger acts like the link between the brand and the potential audience. 

In the beginning of last year the guys behind Proenza Schouler sat down with the independent fashion bloggers and talked about how the blogsphere has extraordinary impact on the business. Because of how fast bloggers act. Now you have a group of people doing the PR for you for free. Pictures and reviews of the latest collections become viral in a couple of hours time.

“Most young designers don’t have the resources to hire high-powered PRs or have access to important editors and stylists,” said Philip Oh, a street photographer, “so lending their clothes to friends and supporters who will get photographed is a great way to get noticed by both the industry and consumers.” the article writes.

It also attracts the "right" audience. Now what I mean by that is a brand will most likely work with a blogger that embodies their brand. But that blogger also attracts that part of the audience who will most likely share their sense of style. So basically a brand connects with the perfect audience directly. 

When you’re advertising in an online community you get quick access to the latest traffic signs. A lot of blogs show statistics about how many views does that site have and from witch sources do these views come. 

There are many ways how brands work with bloggers from which the most common are small advertisements on the blog, sending them items of latest collections, collaborating, giving tours of the headquarters, hiring them as models or stylists, lending them an item for a photoshoot or for fashion week. 

All of this is really great and all. From a designers perspective. From a readers perspective? Not that much. Basically what I see is this.

These pictures were chosen here for the sake of illustrating my point. No offence, people. Okay, maybe some brand names don't go with the actual image. Like 3 of them. Can you spot the odd man out? 

I love the meaning behind fashion blogs. They are a part of my usual day and regular read. To be honest I love people, but sometimes I feel I would rather love them from a distance. Fashion tells a story and so behind every blog is a story. And I consider myself a storycollecter. But since last year I kinda feel empty the majority times after reading or looking though a blog. Looking through all of the new posts from the blogs I follow I find myself scrolling down more than actually clicking on a post to read it. It's just not inspiring anymore. The reason behind that is that the majority of fashion blogs are no longer relatable. Bloggers have too much dived into the business world. Now it’s all about selling yourself. Not your physical self but your imago. And personal style which was the first thing that hooks a person is now in the background. It's not about someone with outstanding style and someone who is trying to express themselves with normal means. Everything is too...fawncy. It's just brands walking around. It kinda feels all the same. 

This is the normal sight also during fashion weeks.

"Was it only a couple of years ago that these showily outfitted swans — stylists, bloggers, fashion editors and style-struck students — click-clacked on the pavements, showing off a mash-up of vintage clothes, fast fashion and high-end labels in what used to be seen as a commerce-free zone?"

"Today many of them are Web icons, trotting out their finery for scores of fans. But what they are parading as street style — once fashion’s last stronghold of true indie spirit — has lately been breached, infiltrated by tides of marketers, branding consultants and public relations gurus, all intent on persuading those women to step out in their wares."

“These girls are definitely billboards for the brands,” said Tom Julian, a fashion branding specialist in New York City, one of a handful engaged in a particularly stealthy new form of product placement. “People still think street style is a voice of purity,” Mr. Julian said. “But I don’t think purity exists any more.”

I totally understand what some of you may say. "Hey, just don't read them if you don't like them". I see what you may be saying. I just feel sad because of what's going on. And I felt the need to express it. There are really good blogs out there and deserve the time you spend on them. It's just that majority rules. And I have to do some cleaning up when it comes to my reading list. 

A while ago I found this video on YouTube.
You know that moment when you're just listening to a new song or sth and at some point you find yourself in this weird part of YT watching to cute&funny cat videos or an Ellen video from the long past? Okay maybe the cats and Ellen part may vary for different people, but you get the point.
So for me it was one of those moments again and I stumbled upon this silly video that has sisters and brothers all over YouTube.

I'm usually not the person to laugh at others accidents. I just triple that pain in my mind and etc etc, it's just not pleasant. I felt so bad for laughing at some falls, because as a member from the same sex I know how humiliating it is to fall on high heels...especially in front of an audience...at work. Hey, everyone has accidents. But what later crossed my mind was that a silly video like that has actually a wise point:

Fashion should be fun.

"You got shades on your eyes and your heels so high that you can't even have a good time"

Don't take the latest trends seriously. Don't go all mad for them. 

People saying "Oh God, oxblood is in fashion this fall, but it's a color that is just not me at all" stop it, cut it out, shake it off. 

Never take fashion too seriously.

Never take yourself too seriously.