The New Front Row.




Another Fashion Week has come and gone. Wipe the lipstick off the champagne glasses, fold up the chairs, catch up on the prettiest Instagram feeds, and read yet another story about howfashion bloggers took over the front row. The same story has been recycled since 2009 when Gawker declared ‘I hereby declare the fashion bloggers’ ‘front row’ trend piece over.’ Clearly, the media world did not heed Gawker’s call.

There is a story here. Fashion is an influence-driven industry where the opinions of a handful of connected writers and designers in New York, Paris and Milan drive billions of dollars in product. It used to be that those writers resided exclusively at the headquarters of magazines like VogueW and Elle.

As we all know from reading regular stories about the new power center emerging online, things have changed. Digital denizens are gaining access, collaborating on designs and influencing purchase decisions in a meaningful way. They’ve brought welcome new perspectives into what was once a cloistered industry.

But, things haven’t changed that much and the rise of a very select few online-only creators hasn’t replaced the traditional influencers. Anna Wintour, Caroline Roitfeld and Robbie Myers are still front and center. The ones sitting next to them is what’s new. The arrival of these newcomers has created new stakeholders that brands must cater to in order to reach their targeted audiences consuming fashion news on Instagram, Facebook, Twitter and blogs.

To reach those audiences, brands should be careful not to lump all fashion bloggers together. In the past five years, fashion blogging has split between the front row and the peanut gallery.

The ones actually sitting front row represent less than 0.1 percent of fashion bloggers.This is rarified air. They might be represented by Next Management, which was primarily a modeling agency until it started taking on bloggers such as Andy Torrest of StyleScrapbook, Rumi Neel of FashionToast and Chiara Ferragni of The Blonde Salad. They might be part ofNowManifest, the Conde Nast-owned blog and ad platform for creators such as Elin Kling and Neel. They might be the upper crust of a larger grouping of bloggers represented by Say Media, which reps Tavi Gevinson of Rookie, or DBA, which reps Jamie Beck of Ann Street Studio.

For most of these top fashion bloggers, their blogs have become an afterthought. It’s how they started but is now just a means to the invitations, junkets, free swag, product collaborations, speaking gigs, book contracts, paid social and content placements, television shows, and front row seats, of course. With a few notable exceptions such as Emily Weiss’ Into The Gloss, Tavi’s Rookie or Erin Kleinberg and Stephanie Mark’s The Coveteur, this top-tier creator class is not trying to build the next great digital publication. Instead, they’re using their sizable social channels as a more powerful distribution method than their site-based one and accepting the creative constraints inherent in social channels in exchange for the lower overhead.

In truth, 99.9 percent of fashion bloggers get nowhere near the front row. The closest this group gets to the celebrities and big magazine editors is what they see Man Repeller post to Instagram each September. These bloggers – which comprise the longtail – are passionate, authentic writers and photographers who love clothes, accessories and shoes. They have small but rabid followings. On their own, they don’t move the needle for a brand. But, taken together, they can be a potent complement to a campaign seeking a social component or niche targeting. To address this need, platforms such as Fohr Card have emerged to aggregate and organize fashion bloggers and then connect them to brands.

A few will graduate to the front row in the coming years. A small handful may launch sustainable digital publications. Most bloggers, however, will write for a few more years before moving on to something else. But, don’t fear. Another passionate and literate fashionista will emerge to take their spot. You see, in the world of high-fashion, everything eventually comes back into style.

Original article retrieved from

Street Style: Authentic or Fraud?

A deep analysis of the “Street-Style Star” where multiple journalists and bloggers question it’s authenticity and impact street-style photography and blogs have had in the fashion industry.

Via Garage Magazine



All this fashion week talk just makes me want to hurt some people. Or maybe a lot of them. Join me in this endeavor with these little voodoo dolls of some of fashion’s biggest personalities.

Anna Wintour and Vivienne Westwood.

Anna Wintour and Vivienne Westwood.

Do the world a favour and stab that Prada clad devil where she most deserves it.

Donatella Versace and Anna Dello Russo

Donatella Versace and Anna Dello Russo

Battle of the uglies: Who gets the stab?

Miuccia Prada and two versions of Marc Jacobs

Miuccia Prada and two versions of Marc Jacobs

I guess with so much success a little stab won’t hurt them right?

Happy Fashion Month!

The Foreign Girl.

What I’ve Been Doing While You Were Sleeping

My followers keep asking me why my blogging has been so sporadic for the past 3 months or so. The reason behind my inconsistency is because I was traveling for the most part of the summer. Those of you who keep a close eye on my blog saw my “snapshots of London” post, which is one of the many cities I visited throughout the summer. I also visited Paris, where I stayed for a good amount of time since I was doing a Fashion Image Consulting course. I roamed around Istanbul, the south-east of Turkey, Istanbul again, Cannes, Nice, Juan Les Pins and finished off once again in Paris.

However that wasn’t quite the end of it. My summer concluded with me landing a job in New York Fashion Week, working for The Daily Front Row which is Fashion Week’s official publication.

During my job there I got the opportunity to attend Fashion Shows, work for their social media outlets and attend their booth at Fashion’s Night Out. However the coolest part of my job is that I got to HOST the Daily Style Sessions at the Empire Hotel’s rooftop bar. Here are a few snapshots of my glory days this past NYFW.


Empire Hotel Rooftop View

Lauren Conrad

Lauren Conrad Visits The Daily

Kelly Osbourne

Kelly Osbourne Visits The Daily

Miroslava Duma

Miroslava Duma walking right past me outside of the Jason Wu show


Uber Stylish man reading The Daily

Flower children

And yours truly messing around with some of the free gifts they offered at the Style Sessions

The September Wars

September is a very significant month for the fashion industry. It is a month where designers launch their collections for the new season and display them in the multiple fashion weeks that are held in in the big fashion capitals of the world. However September also represents a month when magazines launch their reviews of these shows and their forecasts for the upcoming year’s trend. It is no coincidence that this is every publications thickest issue and also the issue with the most expensive ad space. Most reputable fashion publications compete to outsell the other, and their tactic is very simple: the magazine with the best cover has the best odds of winning this game. Lets see who will be covering the September Issue of your favourite fashion glossy this year.

Glamour: Victoria Beckham.

Elle: Katy Perry

W: Penelope Cruz

Vanity Fair: Jessica Chastain

Vogue: Lady Gaga

Cosmopolitan: Lucy Hale

Harper’s Bazaar: Gwen Stefani

Marie Claire: Miley Cyrus

In Style: Jennifer Lopez.

Let the September wars begin!