Posted by Bethan Holt, Fashion Junior at Large
Yes you read right, we have identified a season defying trend quite simply called "blogger". Gone are the days when just having a blog was trendy enough, now it's all about getting the look of a blogger. That is, piled high with as many designer pieces- preferably borrowed from the catwalk collection- as is physically possible. Where once, one stand-out item would have done, it's now time to adopt the mantra, 'Why wear one, when you can wear five?'. Where a few years ago Kate, Sienna et al made it fashionable to look like you hadn't actually tried too hard, that you'd sort of just thrown on skinny jeans and ballet shoes and made them look stylish, now it's all about being high maintenance, blatant and unashamedly fashion mad.
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| Susie Bubble with her clashing patterns and cute accessories (image from style.com by Tommy Ton) |
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| Bryanboy with brilliant trousers, shoes, clutch, sunglasses (image from www.bryanboy.com) |
There are three solid examples from across the fashion industry which confirm to us that the blogger look is proving to be just as influential as catwalk shows when it comes to setting trends. In fact the blogger look is a new way of dressing, a whole attitude change.
CASE IN POINT #1: River Island's Blogger trend for AW12
River Island held their press day last week. At these events, we're told what the store will be doing for coming season. Alongside the big, to-be-expected trends inspired by the catwalk shows (e.g. Baroque and Futuristic Goth) was another called, quite simply "Blogger". The press release describes this look as 'organised chaos' and 'freestyle'. The words 'exaggerated', 'fun' and 'clashing' all feature- 'it's disorganised but carefully put together'
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| Pile it on was the message at River Island |
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| Of course, these boots must be worn with above cap if you're to work the blogger trend in the right way |
By pointedly using this as a seasonal mood, is River Island saying this is a moment for the so-called blogger- I prefer 'street style star' but it's not so catchy- look? Or is it here to stay as a code we use to style ourselves?
CASE IN POINT #2: Vogue loves bloggers
When one of the world's most authoritative fashion magazines commissions a shoot on a trend, we know it's important.
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| I am a camera... from British Vogue, February 2012 (image from thebostonbazaar.wordpress.com) |
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| British Vogue's February issue (image from thelicenciate.com) |
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| (image from thebostonbazaar.wordpress.com) |
CASE IN POINT #3: Anna Dello Russo designs for H&M
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| ADR works her version of 'blogger' (image from guardian.co.uk) |
Until now, H&M has collaborated with some of the most influential designers in the world-Versace, Stella McCartney, Lanvin.... So the fact that their latest project is not with a designer but a person, Anna Dello Russo, really means something. It's a sure sign that H&M believe that the Vogue Nippon Fashion Director,
blogger and
street style favourite has the same wide ranging appeal as a big designer label as well as the look that everyone wants to get. It's interesting that what Dello Russo wears has become so attached to
her rather than the labels she wears. It's
how she wears it which H & M are packaging and selling as a commercial product. It's also highly astute from a business perspective because in order to get the Anna look, customers will have to buy several pieces. ADR seems to be acutely aware of what's going on, she said last week, "this is the sign of an important evolution in fashion and I am both thrilled and humbled to be the one chosen to lead it".
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| Some of the items which will form the collection (image from telegraph.co.uk) |
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| Anna models her designs (image from telegraph.co.uk) |
Do you agree that this is really how bloggers dress? Will you be wearing "blogger"?
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Unfortunately I think this is how some bloggers dress. If I'm a blogger already can I say I'll be wearing 'blogger'...?
ReplyDeleteI think the 'blogger look' is often more about a specific item rather than an aesthetic or style. There are some bloggers who whore themselves out to brands and pile on the freebies - this is a select few though. Either those who have the connections to do so or those who can actually afford to buy the designer item. I agree in this respect that the street style phenomena has added to this 'more is more' look returning. Simply because an arm full of bracelets next to a statement clutch next to a crazy coat next to a printed jumper next to a collared shirt.... makes for a more interesting photo than a girl in skinny jeans and ballet flats. 'If this doesn't get me on Jak & Jil nothing will' perfectly summarizes people's attitude toward what they wear to fashion week...
Anyway, on the subject of bloggers: I don't think this look represents a 'blogger' look. Most blogger looks are about ticking a trend box or having a key item. There's the real deal like the Isabel Marant wedge sneakers or Prada crystal earrings (which are rare) and then there's the mass market of fakes... the high street versions and the full on fakes you can find on eBay. Zara, H&M both lend themselves to this nicely... find an item from these shops that looks eerily similar to a designer piece and you'll find it on A LOT of bloggers. The most notable example are the Jeffrey Campbell Lita shoes (commonly referred to as 'blogger shoes'). I'd rather go barefoot and walk across a bed of needles than wear them. They are revolting because they have been so heavily endorsed by bloggers... sometimes overexposure is a bad thing. The 'blogger' look is surely a double edged sword.
I find the fact that RI made an entire blogger category slightly horrifying. It's like an embarrassing jab at the fact that bloggers will just pile on as much designer gaudy freebies as possible. I don't think that's something to be celebrated.
Please note that I'm a fashion blogger myself and I don't think myself exempt from falling into the pitfalls of being a blogger and getting dressed. My point is only to say that as a blogger (and a person generally) I don't want to wear exactly what someone else is wearing. I think bloggers should be celebrated on the basis of creating individual looks and encouraging others to do the same. People who encourage individuality, mix high end with cheaper pieces and don't try to convince their readers they NEED to buy this NEWEST item (then pushing them through on affiliate links) are the ones I most admire. To me that is the 'blogger' look that should be praised. xx
Jen, I love you! When I read that River Island had a "blogger" category I didn't just throw up in my mouth a little bit, I threw up A LOT.
DeleteGreat comment from style crusader above!
ReplyDeleteI started my business fashion blog to give my readers a candid look at what stylish and real people wear to work. Now that I've started blogging my own office style, I'm mindful to keep things real. I'm well aware how sporting OTT looks would be more popular and generate more conversation (I admit I wore a faux-fur hat for a Grazia spread to be noticed) however I think that would ultimately go against the objective of BusinessChic!
Sure spending all your pocket money to achieve looks might create some interesting posts however I rather save that money to go travelling!
I think over the past few years the explosion of street style blogs, filled with fashionable people wearing fantastic outfits for seemingly everyday activities, has encouraged and inspired people to wear more standout pieces. And more. And more. All at once. What once looked ridiculous (colour blocking, print clashing) looks increasingly norm, therefore to stand out online and receive comments you must take these looks further with the addition of many accessories.
ReplyDeleteI love that the Style Crusader refers to the JC Litas as "blogger shoes", because she is entirely right (I wonder what made them blogger shoes in the first place? Might be worth a FJAL post, that). I think that is the direction that River Island's "Blogger" package is leaning towards - which I will be avoiding like the plague, by the way. If I wanted to wear a hat bedecked in chains, studs and jewels, I want to have sat with a glue gun and burnt the prints off my fingers, darnit.
Bloggers whose style I admire tend to be minimal and chic, but who manage to look modern and on-trend, also; but I also love those whose style transcends the trends, managing just to look downright awesome, but never over-the-top. Check out fashionpearlsofwisdom.co.uk, camilleovertherainbow.com, cannedfashion.com, glitzngrime.com, stellaswardrobe.blogspot.co.uk.
Keep up the good work Bethan.
Sincerely
A. Blogger
fashiondotty.com
..and of course there are the "must-have" blogger accessories, a YSL arty ring and a Michael Kors watch
ReplyDeleteI agree with all the comments above, including this one, but aren't we all forgetting that as the MK and YSL ring are very popular just in general? Mine was gifted a couple years back by a friend who loves fashion but doesn't read any blogs so had no idea she was giving me the staple blogger grail (not that I was complaining, I think its very striking). The thing is you are seeing on blog things that are popular in real life, but because its documented and a much smaller community, its easier to compare.
DeleteAnd going back to the idea that to be a blogger you have to make your look more crazy/interesting, in a way its true, but I see it as more something that the fashion community as a whole does. Is it not fashion's greatest paradox that individuality is what will make you stand out, yet someone very into fashion will be sporting pieces and trends that will most probably be spotted on a whole lot of others as well, especially if said piece stands out as a bit eccentric? (Miu Miu Glitter boots last season anyone?)
An interesting debate though, thanks for posting.
Camille x
ps: I just want to stress that I am also a fashion blogger and do include myself when I speak of them.
sorry I have just read through my comment and its not very clearly written haha
DeleteI needed this article and its comments on this dreary and wet morning in Dublin so thank you! Have been feeling very bleugh about my blog. I started a "style" blog in December to try be more creative with my clothes & get more out of my wardrobe. It's pictures of what I'm wearing on different days. Most of what I wear is high street. I don't own anything designer or crazy or overly colourful or studdy or gold! But, like many bloggers I'm sure, I started to want more followers and exposure but after a few months I've realised to get your blog noticed you need to do all of what the article says (especially on sites like Lookbook). I wear pretty normal clothes I think and have started to wonder if anyone really cares for what's "normal". I know I won't be donning the "blogger" look as I don't like it, can't afford it and most importantly I would look ridiculous! Perhaps it's a case of quality over quantity...
ReplyDeleteI don't know how one can define the 'blogger' look really, because all the best fashion/style blogs that feature outfit posts are the ones that are a little individual/unique. I don't think any blogger would be interested in looking like another blogger, where's the fun in that? And I would of thought that for most shoppers, the 'blogger' look is too out-there anyway. Will be interesting to see how this trend plays out though, and am v excited about Anna for H&M.
ReplyDeleteHope you don't mind the requote Jen but you put it so, so perfectly
ReplyDelete"People who encourage individuality, mix high end with cheaper pieces and don't try to convince their readers they NEED to buy this NEWEST item (then pushing them through on affiliate links) are the ones I most admire. To me that is the 'blogger' look that should be praised. xx".
Very, very well said. Impartiality (or at least the feel of it!) is everything with blogs as far as I am concerned. I have stopped following so many blogs that now feel are just trying to sell me things. I simply can't trust their opinion any more. It is going to be really interesting to see how the mix of blogs and retail actually develops
Such an interesting topic (please write debate questions?), I think there are certain items that you could definitely pin-point as 'blogger style', like Lola said above the YSL arty ring, another being Jeffrey Campbell's Litas and there are certain items that get highlighted by bloggers (remember that Zara swallow dress, dubbed the high street Miu Miu?) that ride on a wave sparked by certain bloggers.
ReplyDeleteBut looking at the top bloggers, Susie, Bryan, Jane, Tavi etc there style is hard to put into one bubble, it really depends on what kind of blogger they are, it really does differentiate when they're a blogger/journalist or a life style blogger (which tend to swing to the more vintage aesthetic of brogues and cardigans etc). Maybe I'm generalising as well?
IsabellaNecessary.com
Already happening in Brazil...
ReplyDeleteShopping curated by the top Brazilian fashion bloggers - http://www.fhitsshops.com.br
It's only a matter of time until this hits Europe and the US.
We're loving these comments, keep them coming!
ReplyDeleteIf you're a blogger, do you find it offensive that your style is put into one category with everyone else who has a blog?
Is this blogger trend only inspired by certain bloggers?
Some people are saying that it's obvious when bloggers are getting freebies, or being paid to write about what they're wearing. Does it put you off?
Does everyone actually WANT to look like a blogger?
What are the items, like the Jeffrey Campbell shoes, which you associate with a blogger look?
Fashion blogging is mostly about saying what you like and showing how you'd style it, can you boil that down to one trend- like River Island have- or has it got more complicated than that now?
Thanks for the comments, keep 'em coming.
The reason I (and I think many others) follow certain bloggers is for their very personal, of the moment style. It can be truly inspirational. However I do think there are more and more blogs out there where people are dressing like other more established bloggers and there does not feel like there is as much originality as there used to be. But then there are far more blogs than their used to be so maybe style saturation has been reached?
ReplyDeleteWhile I think this is a very interesting topic & debate, it's hard to say if ALL bloggers dress like that. Because, obviously that's a big sweeping statement to make.
ReplyDeleteHowever, as mentioned in comments above, there are certain must-have items that seem to circulate around the 'blogosphere' for example; Jeffrey Campbell shoes, YSL art rings, Vivienne Westwood Melissa shoes etc. So there are certain running themes throughout what they wear.
But at the end of the day every single blogger is an individual, and whilst the majority (or a certain percentage) or bloggers choose to maximalise and have quite an OTT style, that can't be said of all bloggers.
I strongly believe that this trend is definitely inspired by perhaps the more 'well known' bloggers. Of course, these are the ones who can afford to dress in as many designer pieces they can find.
If a range was inspired by the kind of blogs I personally read, the collection would be a whole lot different in my opinion!
Great post Bethan. The commentary pieces on the industry are by far my favourite type of FEAL/FJAL posts.
ReplyDeleteIn reference to the above, I do think it is important to consider the roots and rationale behind the "blogger look". Why does it exist and how has it come into fruition? Essentially it comes down to publicity and self-promotion, and whilst I admire the use of extravagant outfits for personal brand awareness and blog/press coverage, there is a fine line between nailing a certain look (a la Nicki/Gaga) which results in credible press coverage, and coming across as a publicity whore. Those who loiter around fashion week shows in extravagant outfits that don't lend themselves to any level of credible fashion, purely in the hope of having a semi-decent street style photographers and fellow bloggers take an image of them (in what is fast becoming an incestuous circle jerk) are coming across as desperate.
The "blogger look" is fast evolving into something that is tacky and totally undesirable. The new "cool" should be understated and credible.
To clarify, I totally admire the efforts of said self-publicists, but they the adage of "fashion will eat itself" has never been truer.
- Nik Thakkar @nikthakkar
this is an inetresting topic but one that i think has been mis-interpreted here. do you honestly think that my naming a trend 'blogger' that River Island is trying to make some sweeping steroptype that all bloggers drss the same and they are trying to dictate to the world how to dress like a blogger??? that idea is proposterous at best.
ReplyDeletelots of brands take inspiration from different genres, pop culture, backgrounds etc. do you mean to say that the 'goth' trend is an insult to the goth community??? or that by fashionistas in different countries wearing a union jack on their bag is an insult to british people?? oh please!
one might question that is is a lack of orginaltity, however that IS the fashion treadmil. inspiration comes from EVERYWHERE!! havent you ever heard that immitation is the greatest form of flattery? i know if a huge brand or magazine started a trend with my name on it, i'd be absolutely delighted! :)
Excellent points by Nik - you can so easily spot the ones who are just chasing the camera lens. Whilst I much prefer a real sense of style - regardless of whether it is crazy or more minimal - I'd still rather see someone looking totally out there and individual (even if it is all about self publicity) than yet another variation of the big shoes/furry jacket/crazy bag look. And don't get me started on studs!
ReplyDeleteEmma
Thanks Emma. I totally embrace and endorse the creativity that this all brings to the picture. It is like the underground club culture, just brought to the surface at an actual fashion event. Also, fully in support of self publicists and the aforementioned "circle jerk", but the bigger faster this bubble grows, the quicker it will pop and those who are pursuing this credibly will ultimately end up looking washed up.
ReplyDeleteI agree Nik. And then hopefully we'll be back to the a smaller pool of truly inspirational dressers again
ReplyDeleteunfortuntely, it is an undeniable truth that this 'trend' will grow bigger. it will be adopted by more and more people and will inevitably become repetitive and boring. this however is not necessarily a bad thing. it just means that the people who really care about this style, will creatively adapt. push themselves beyond the boundries of what the rest of society thinks a blogger looks like and ultimately re-invent the look into something different.
ReplyDeletefashion evolution my friends. :)
I think the blogger look is more of a state of mind, rather than a trend that can be easily designed into and packaged. It stems from the desire to document and develop ones personal style and although there are a few common looks that are hyped on lookbook or honed in on by magazines (wide brimmed hats, denim cut-offs, Litas) they can hardly speak for the whole community. I went to the press day and found the blogger category somewhat simplistic, there really is more to us than a mish-mash of styles and it implies we could be out of vogue next season. It is definitely only inspired by certain bloggers. I think the industry forgets that we are not aliens, we just like to share our thoughts on fashion online and our style evolves just like anyone's. We tend to take more risks as we're more aware of trends and open to experimentation but that could result in numerous trends, rather than just one. I don't think it can be summed up by a rail of clothing.
ReplyDeleteTruth be told, have just read the latest post and I do have the H&M floral trousers, though since they are sold out I am guessing a lot of the non-blogger population has them too!
This has really hit the nail on the head when describing 'blogger' style. Although, I think one key aspect has been overlooked; hair and makeup. Time and time again we see bloggers sporting the messy ballerina bun (I'm also guilty of this), brightly coloured nails, a pale matte flawless face, slicked on eyeliner and more often than not bed head ombre dip-dyed hair. Perhaps MAC should come out with a blogger inspired makeup range - I'm sure we'd all buy it!
ReplyDeleteGreat debate with so many thoughtful comments. I am compiling my own post on this too. Will this be a Top Ten Story in Grazia next week I wonder...?!
ReplyDeleteLove the debate that this post has created in the comments. Most of what has been said, I agree with and would have said too. In addition, I wonder - is it so much a "blogger" way of dressing, or the way in which those who want to be street style snapped dress? The rise in popularity of blogs like Jak&Jil and The Sartorialist, etc - and the pages of fashion magazines too - seem to only have increased and encouraged a whole generation to hang out at Somerset House for a week, twice a year, in the most outrageous outfit they can possibly muster (be it designer/high street/thrifted/whatever), in the hope that they might be photographed for one of these sites.
ReplyDeleteHi Emily... FJAL here. I would say that 'blogger" and "street style" are so linked now that is often hard to separate the two. Many of the people you see at fashion weeks wanting to be photographed by the big street style photographers- whose sites are blogs in themselves really- are bloggers who want to increase the traffic to their site and raise their own profile. In many ways, it's all part of the same cycle don't you think?
DeleteAh, the 'hanger ons'... they come in the form of bloggers and students alike. Personally I thin it's the role of PRs and the BFC to make sure bloggers they really want to attend are the ones with tickets. Less experiences PRs who panic at the last minute and worry their show will be empty are often the ones that invite mass amounts of bloggers and give them standing tickets... just because they're afraid the venue won't be full. This doesn't help the matter.
Deletep.s. love the debate you sparked with this post FJAL! It's such an interesting issue.
I really feel that this is the most stereotypical, generalist way of defining a group of people. Sure, slap Bryan Boy and ADR on a page together, of course you're going to make the "blogger" label look try hard and color blind.
ReplyDeleteBut that's not how all of us are. I buy pieces not because I see them on others, but because I like them. I don't toss on piece after piece because that's what's "cool."
Before making such large yet narrow-minded assumptions, I think you should take a look at the wider scope of the blogosphere.
SIDEWALKCATWALKS.com
GIVEAWAY: Neon Metal
Thanks for responding FJAL. I think you're right that they are intrisically linked - the bloggers and those wanting to be street style snapped (if I can put it like that!). I think the point, I wanted to make, as someone who writes a fashion blog - and attends Fashion Week - is that it's not necessarily all bloggers who do dress like this. I still like to still with the "less is more" approach to how I dress. It might be boring and it might not get me photographed, but that's my style (something I actually wrote about this week!). In a way I guess that I feel that the street style blogs have given rise to this trend and that they have given these bloggers a platform to get their blog out there and that perhaps the only way to do this is to get noticed - which each season seems to mean dressing more and more extravagantly!
ReplyDeleteI don't think I've been very concise here but hopefully you get my drift!
This comment has been removed by the author.
ReplyDeleteI think that to pigeon hole every single blogger into one category is as narrow minded as saying all Irish people dance around the end of a rainbow singing about lucky charms (no offence intended to any Irish readers, I love your work!)
ReplyDeleteIt is a sad state of affairs that some bloggers have forgotten the organic reasons behind them creating their blog in the first place... we're all here for the same reason- we love fashion, but more importantly, style.
Blogging is your expression, your statement to the world, whether you have 10 followers of 10,000 your opinion is no less valid than any one else's.
I have a fashion blog for all intents and purposes, but I am a freelance journalist and stylist by trade- what I wear completely depends on my mood.
I am just as likely to be seen in some gaudy getup as I am a minimalistic ensemble- it is an existential moment of choice and one I won't apologise for.
To say we are not influenced by 'trends' blogger or otherwise and designers collections would be a lie as we are all somewhat impretionable and partial to a bit of consumerism, otherwise why would we be here, blogging or commenting?
But there is nothing wrong with that, it's culturally relevant. What's happening right now in fashion is a rebuttle, a middle finger to the recession- that's how you look back and define a moment in time... 'trends'
People 'hyping' your looks or commenting on your outfits is verification that you are not the only crazy person in the world who likes to wear hats when it isn't raining or lobe stretching earrings outside of a carefully controlled fancy dress situation- To aim for acceptance is normal, even if the acceptance is an oxymoron in itself.
Bloggers have become the new fashion icons, thanks largely to street style photographers, but they wouldn't have were there not such a demand for it- we all love to see how 'real people' translate otherwise unattainable trends and it's something we, the internet using community have created.
You don't need to have all the money in the world to dress well, bloggers who do it for the right reasons will show you that.
Dolly Parton once said, "It costs a lot of money to look this cheap."
I believe that thanks to blogging, It costs little money to look good.
www.lavitaebella-madeleine.blogspot.com
In terms of retail, it's not totally surprising that the 'blogger look' has hit the high street. Catwalk trends are copied each season and filtered down to the high street and in a way, it shows the influence of bloggers that stores want to grab a piece of the action.
ReplyDeleteGoing all out and calling it 'blogger' is a bold move for River Island and will probs appeal to teen buyers. The early adopters like Susie, Bryan, Anna etc, or even newer bloggers are not their target market.
I just wish they'd designed more covetable pieces than those dreadful shoes and studded cap. It's like Ugly Betty meets East End Clubkid.
H&M did a collection with Elin Kling a couple years ago, a blogger who at the time was not doing anything else but blogging (but now has a print magazine and just sold NOWMANIFEST to Conde Nast). Della Russo is actually an editor at large for Vogue and has been for a long time which indicates to me that H&M embraced the blog thing with Kling rather than Della Russo and has now gone back to some of their earlier 'celebrity designer' lines (such as Madonna).
ReplyDeletejeffrey campbell
ReplyDeletejeffrey campbell heels
thanks for posting.
ReplyDeleteThose boots are so gorgeous! Nevertheless, the blogger look is somehow the more sophisticated counterpart of the hipster style. This is actually quite interesting. Keep posting!
ReplyDelete