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Digital Fashion //Words by Maggie Matic Fashion is all about moving with the times. Trends come and go, style
and hear their opinions. I suppose you could call the blog the ‘modern
icons come and go, and designers come and go. But the latest trend of
day magazine.’
front row bloggers has swept over the fashion world. Is it here to stay? Maggie Matić looks further into the world of blogging and finds out why
Many designers have fully embraced the mainstreaming of fashion.
blogging has become such a pivotal part of the fashion industry.
Alexander McQueen was the first designer to stream his Spring/Summer 2010 show live on the internet for all to watch as it happened and
Fashion used to be a world people were afraid of. The coveted universe
many have followed in his footsteps. House of Holland created an online
that people used to dream about being a part of. An exclusive club for
application for smart phones so that people could buy his designs while
celebrities and beautiful people only. For many, striving to be a part of
watching them walk down the catwalk. However, some designers and
this club was indeed the appeal. However, fashion is becoming more and
celebrities are not so pleased about the new direction fashion seems
more accessible. You don’t have to spend thousands upon thousands
to be taking. Tom Ford refused to have pictures of his Spring/Summer
to look good; in fact, it is now trendy to dress out of charity shops
2011 collection put on the internet immediately and made us wait until
and high street stores. It is easy to follow trends as they are being
December before he aired his collection. He doesn’t like how hyper
reproduced quickly and for a reasonable price. It is easy to call yourself
mediated the fashion industry is becoming and appears to be revolting
a fashionista.
against it.
The internet is a massive part of the mainstreaming of fashion. Fashion
It seems everyone is blogging these days though. With so many different
shows can take place and the pictures are on the internet within hours
sites with so many different users, it’s not a wonder blogging has become
for all to see. Some shows are even streamed live straight into the
a phenomenon. I blog myself on a personal level, I write about things
bedrooms of starry eyed teenagers like myself. Anyone can be a part of
I like and use my page as a sort of online journal, as I know many do.
the club now. The exclusivity has been somewhat abolished.
Even designers and fashion houses have started blogs. Henry Holland has a popular blog and so do the likes of Topshop and Urban Outfitters
Although Fashion is a creative, innovative field, it is in some senses,
who actually hire people to blog for them.
very stuck in its ways. Fashion shows have always been for the rich and famous, trends have always been documented in magazines. But,
All in all, I believe that fashion is a fast moving industry which needs
times are changing, and fashion is being forced to move with it. Fashion
to keep with the times. Information needs to be spread fast these days,
designers are opening their doors to fashion bloggers – ordinary people.
people are impatient and the best way to meet such demands is via the
People who have created a simple, free, online blog to write about what
internet. I do believe however, that a balance needs to be maintained.
they like and dislike. However, some of these blogs, and their authors,
Fashion may be fast moving but it is also a very aesthetic industry which
have gained notoriety in the fashion world. They are being treated like
cannot be fully appreciated and explored on the internet. You need to
editors and given front row seats, free gifts and star treatment. It is
see it for yourself, gather your own inspiration and develop your own
good publicity, as of course the blogger will write about the designer
style. What is the future of fashion? Who knows?
(sometimes even during a show from a laptop!). In a way, these bloggers have become celebrities. People want to know what they are wearing
All I can guarantee is that, times are changing so you better keep up!
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