The fashion pack is under attack.

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.