Are bloggers killing fashion?

The ruthless nature in The Devil Wears Prada may be a more accurate portrayal of the real fashion industry than we first thought. The drama that has unveiled the last few weeks shows the not-so-pretty side to the industry. The US Vogue editors published an article online rounding up their thoughts on Milan Fashion Week, the article includes obvious digs about the presence on fashion bloggers which has caused quite a reaction.


Sally Singer, Vogue creative director, is the first to take a stab at the bloggers in the article that wrote,

“Note to bloggers who change head-to-toe, paid-to-wear outfits every hour: please stop. Find another business. You are heralding the death of style.”

Sarah Mower, Chief Critic, participates in the conversation,

“So yes Sally, the professional blogger bit, with the added aggression of the street photographer swarm who attend them, is horrible, but most of all, pathetic for these girls, when you watch how many times the desperate troll up and down outside shows, in traffic, risking accidents even, in hopes of being snapped.”


Alessandra Codinha, Fashion News Editor, wrote her perception about what bloggers actually do for a job,

“it seems to be all about turning up, looking ridiculous, posing, twitching in your seat as you check your social-media feeds, fleeing, changing, repeating … It’s all pretty embarrassing- even more so when you consider what else is going on in the world.”


Codinha continues to criticize bloggers with perhaps one of the harshest remarks,

“I have to think that soon people will wise up to how particularly gross the whole practice of paid appearances and borrowed outfits looks. Looking for style among a bought-and-paid-for (‘blogged out?’) front row is like going to a strip club looking for romance.”


Being blamed for the death of style and being related to strippers unsurprisingly did not go unnoticed by the bloggers, who hit back. Some of the fashion world’s most notorious bloggers had their say. Blogger Susanna Lau, also known as Susie Bubble, took to twitter to share her thoughts. Lau concluded with a tweet that wrote,

“So it basically boils down to the same criticism I heard eight years ago. The fashion establishment don’t want their circles enlarged and for the ivory tower to remain forever that. Towering and impenetrable.”

Blogger Bryan Boy also took to twitter where he has 587K followers. He posted an outfit photo alongside the tweet,

“And yes, I am very much aware about what is going on in the world and no my Hillary t-shirt was bought not borrowed”.

The tweet references a comment made by an editor Alessandra Condinha who complained that bloggers just wear what they are paid to wear and their jobs to be embarrassing considering what is happening in the world.

The outrage of the article spread across social media, causing reactions from many including Shea Marie of Peace, Love Shea. Marie turned to her 1 million followers on Instagram with a lengthy caption about the situation. Part of the text read,

“I’m sorry if you can’t accept that what a “public figure” wears on the street is undoubtedly more influential than your post-fashion week column.”


The Vogue editors and the bloggers are in conflict about who holds the biggest fashion influence. Susie Bubble mentioned that she had received similar criticism eight years ago. Since then social media has become a powerful tool for influencing followers, Danielle Bernstein of We Wore What describes the editors to have an “archaic mindset”.


There is no way the Vogue editors could have predicted the reaction they received after publishing the article. Bloggers, readers and followers fired back with all their might. Vogue has yet to comment.


Text: Isla Whiteford

Images: Peace Love Shea, Style Bubble, Blond Salad, Vogue

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