The wave of fashion bloggers to flood our screens shows no signs of slowing. With the temptation of front row seats, partnerships, and advertising deals, more and more style devotees are opening their wardrobes onto that of the World Wide Web. Just a quick click away from other fashion fanatics stepping on each other’s heels for a slice of notoriety, personal blogging has become a force to be reckoned with in the fashion industry, where girls who idolised the models in the magazines now determine their very own fashion shoots. Cue pout, convenient cupcakes and tripods at the ready!
The entire purpose of blogging was always to create some distinction from the falsities of glossy magazines and take the attention onto real people, with real lives and without the Beckham budget. It gave ordinary people an international platform, an exceptionally powerful podium to share their personal take on style. Now, the very reason we fell so hard for bloggers, (their original take on outfits) and blogging alike, is coming full circle and we risk becoming what we were trying to avoid all along; the glossy magazines that made so many of us lose confidence in our body image.
It’s hard to deny the overall change in how bloggers look. Personal style posts used to be about the unique, often unconventional appearances of quirky girls like Rumi Neely, and Karla Delas, to name just a few. These bloggers are still successfully doing what they did before, however, it is an undeniable truth that there is a certain clique of ‘it’ bloggers, with an overall resemblance in clothing style and even similar techniques.
What was once a distinctive, substantial, and cultivated art (a la Susie Bubble, Tavi Gevinson), has become comparable and overdone (i.e. standard static outfit posts). As we continue to become further established as a community, with the freedom to create our own content, it’s important to remember how our contributions appear within the standards of the industry. Without this awareness we risk losing the true meaning of our independence in a contradictory industry where beauty is both worshipped and scrutinised.
Our ever-increasing, technologically advanced society means things naturally start to lose their shine over time and like all trends, become last season. So, like leg warmers, velour tracksuits, and trainer wedges, has fashion blogging become less distinctive and more repetitive? Is it becoming stale? And if so, what does the future hold for the media savvy fashionista?