the catwalk, bloggers and editors vie for fashion fans'
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[March 16, 2017]
By Elly Park, Pedro Caiado and Giulia Segreti
(Reuters) - Dressed in a red top, fuchsia pleated skirt
and fluffy boa worn on the shoulder, fashion blogger
Beatrice Balaj poses for pictures in her front row seat
at a New York catwalk show.
She is among a number of bloggers who use the internet and
social media to cover the biannual womenswear events in New
York, London, Milan and Paris, as well as everyday fashion, and
whose power to set trends has grown to rival that of traditional
"We basically show people our lives on-camera and off-camera,
and people are interested in that and want to know more," said
Balaj, whose Instagram feed carries images from a number of
once-exclusive fashion week shows.
"We're very influential because people fall in love with our
personalities rather than what we do."
Reaching consumers via the web or social media platforms, Balaj
and other bloggers post snaps of their outfits and images from
the shows and may collaborate with brands that sometimes dress
"(Bloggers) belong to a fashion system that ... has been
literally reshaped," said Tommaso Aquilano, creative director at
Italian fashion brand Fay. "Influencers and bloggers at the end
of the day are the mirror of what people are in everyday lives."
But relations with the established fashion media can be frosty.
Last year, fashion bible Vogue criticized bloggers in an online
post about Milan Fashion Week, with one writer accusing them of
"heralding the death of style" by changing into "head-to-toe,
paid-to-wear outfits every hour".
The bloggers said that was hypocritical, as magazines borrow
designer clothes for shoots and dedicate large spaces to brand
Italian fashion blogger Carlo Sestini says the two sides help
each other, and that "fighting will just not lead to anything".
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Grazia Italy magazine editor Silvia Grilli also said press, bloggers
and influences "can work together very well", serving different
audiences in different ways. Magazines, for example, offer trends
while bloggers share and speak more personally.
"I think everybody serves a very different purpose ... You talk
about somebody who reaches somebody in an instantaneous way. Editors
have a different level of veteran experience," said Joe Zee, former
Elle magazine creative director and now editor-in-chief at Yahoo
"I think we have so much fashion right now ... and there are so many
angles to come at it that there is room for everybody."
Fashion fans say both sides have their strengths.
"I feel like magazines are awesome for visual inspiration but
bloggers have a certain truth to them," London student Ella Light
"They get paid sometimes, but I feel bloggers are a bit more real
and you can relate to them a bit more."
(Additional reporting by Alicia Powell in New York,; Marie-Louise
Gumuchian in London and Cristiano Corvino in Milan; Writing by
Marie-Louise Gumuchian; Editing by Catherine Evans)
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