Has The Personality Gone Out Of Fashion Blogging?
Blogging has changed irrevocably since I started out back in 2008/2009, tapping away on my laptop posting (almost live) for On|Off during the shows at London Fashion Week.
It was fun, it was exciting, it was creative, it was new and it was fresh. Coming from a background in print journalism at Drapers, the idea that I could voice my real opinions and not those of the publisher or interviewee was really exciting.
The blogs I loved were diverse in their content, but also written beautifully or with a distinctive photography style, which made them interesting and inspiring to read.
The undeniable passion for clothing and design that came from the likes of Susie at Susie Bubble and Navaz at Disney Roller Girl, the distinctive voice of Sasha from Liberty London Girl (where you could dip your toe in a delicious world of dogs, food and fashion) and stunning photography from the likes of Scott at The Sartorialist or Shini at Park and Cube. In beauty blogging, there were bloggers (such as Jane from British Beauty Blogger) who always had something to say and were never afraid to say it. People who inspire me and who I want to follow and read more from.
These were the diverse voices of fashion – and beauty – blogging (there are tonnes of other fantastic fashion blogs, this is just a very small sample!) but these were what made fashion blogging so great. It wasn’t a polished, slick, commercial machine – it was the online postings and daily musings of people (who often started out anonymous, which is amazing to think now!) with something to say and a beautiful way of expressing it.
I feel like blogging has become such a big, commercial brand in itself that it has lost a lot of its soul. I look around at many of the fashion blogs today and yes they look great, the images are beautifully stylised, the props positioned *just so* and the what-I’m-wearing posts are all click-to-shop..etc etc, but they all look so similar. Invited to the same events and sponsored by the same brands, you can see a campaign coming to life across a range of blogs but there doesn’t feel like there is much distinction. It is almost so slick, that it’s not quite real.
So, where are we at with it all? I understand we all want to work on brand campaigns, as it pays the bills after all, but it would be great to get back a bit of differentiation out there. Let’s try and give people something to inspire them and to aspire to and if we can, bring back some diversity in the blogging community.