The latest
social media devotees hijacked the fashion industry at Mercedes Benz Australia
fashion week (MBAFW). Professional bloggers, tweeters and instagrammers alike came
armed with their digital weaponry ready to expand the technological epidemic of
blogging and further blur the line of traditional journalism.
Monday
April 30 saw both design devotees and magazine personnel embark on the fashion
pilgrimage to Sydney for the weeklong festivities to witness the prime of
Australian fashion showcase their spring summer 2012-13 collections.
The
first show that hosted labels Manning
Cartel and Romance Was Born at
prestigious Circular Quay saw not the usual front row attendees, instead a
swarm of bloggers watching the parade through the lens of their iPads, iPhones
or SLRs.
Although
this emergence may seem intrusive to some, designers are vying for social media
attention from blogging sensations. Engaging a fashion brand with a social
media audience of exponential proportions is an intelligent marketing
manoeuvre, particularly for emerging fashion labels aiming to break in to the
international fashion market.
Fashion,
like most things, is forever evolving. That by the time a monthly magazine is
published on the shelves, the ‘then’ trends might have been bypassed.
The
accessibility of reading online fashion blogs is key in triumphing over print
magazines. No subscription need – the articles written online are personalised,
quirky and the most up-to-date source of fashion expression available.
Fashion
bible Harpers Bazaar followed trend by hosting a ‘bloggers lunch’ during the
week, complete with international cyber sensations such as Bryan Boy and one of
Australia’s most promising blogging stars, Nicole Warne of Gary Pepper Vintage.
The
outfits of the fashion goers can prove more exciting than the shows. The
phenomenon of ‘street style’, allows creative free reign for bloggers to single
out trends and post them to their sites. For those whose prospects of becoming
a fashion designer are slim, it is medium to express their opinions on upcoming
style.
Fashion
blog devotee Anthea Corridon kept up to date with MBAFW by staying online, and
that it was “almost hard to escape, being a follower of Bazaar on both
Instagram and Facebook.” Even her favourite blog, The Man Repeller based in New York, shared some of the coverage.
She offered her views on the print magazine vs. blog debate. “In terms of
quality and imagery, magazines are far superior. The experience the editors
have had at the helm of these institutions is unbeatable.” However, it is again
the accessibility of online blogs that wins out. “Blogs are personable. I get
to know the blogger as a person. Even better, the fashion they blog about is
affordable, attainable.” When asked whether she would consider starting her
own, the response was a defiant ‘no.’ “I like fashion and I like to indulge,
but I don’t have an opinion that I necessarily want to divulge. There’s too
much escapism involved, I wouldn’t want it to become a chore.”
Professional
bloggers usually get paid per piece to write about something that interests
them. The availability of the Internet has provided a 24-hour portal for blogs
to be edited and published, reaching millions of people globally without the
risk of a hefty investment. It is a nonstop operation.
Business
strategist and futurist Brian Solis recorded on website Technorati’s “State of
the Blogosphere” study that “blogging is rich with indirect opportunities, in
which their presentation is commensurate with your dedication, perspective and
uniqueness.”
Editor
of fashion blog Catwalk of Words, Alice
McGenniss Destro experienced MBAFW first hand, front row, through the lens of
her Canon Eos 600d. “I started my blog back in 2010, because I thought I had
something to say. It’s grown from just a hobby to what I do.” She explains.
“Now, there are a number of reasons as to why the blogging epidemic has risen.
Some use it as an online resume, some – because it opens doors.” McGenniss Destro
states that fashion magazines are not redundant just yet; they merely need to
discover “new ways to adapt to their audience, because their audience is
predominately online. The publications that don’t do so well might end up being
quarterly, but there will always be a place for them.”
Essentially,
blogging is a form of self-publication. In a world where self-expression is
becoming more popular and fashion commentary is becoming a full time position, we’re
likely to experience a total takeover by the time MBAFW rolls around next year.
