Photo: Bryan Boy
Bloggers, in their various forms, have been fashion’s biggest buzz-makers over the past couple of years. Last season, the numbers seemed to explode. You couldn’t turn around without bumping into a living, breathing dot com. This season, besides the regulars (Tommy Ton, Scott Schuman and Bryan Boy), they vanished. Even some of the famous ones were gone – Yvan Rodic, Garance Dore, Jean Paul Paula and Phil Oh were all absent, not to mention the myriad of upstarts who once clamoured to get in the doors.
The truth is, financing a trip to the shows is expensive and often loss-making. And despite all of the column inches devoted to bloggers, most big brands still have little interest in extending invitations to independent online media. Besides a few of the more progressive houses – Burberry, Raf Simons, Gucci and Lanvin spring to mind – the reason I manage to score standing room tickets is through my affiliation to the New Zealand Herald, not because of Isaac Likes.
The media loves itself a splashy story, but regardless of how many articles are written about the rise of the blogger and the decline of print, the proof is in the pudding. Those editors who sit front row, season after season, are still sitting front row (with their chauffeur-driven town cars waiting outside), while many bloggers are still struggling to get in the room.
Which begs the questions: Besides those few power-players, are bloggers not the all-important individuals we once thought they would be? Has anything really changed? Or was this just an off season?
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