Words by Sam Mehan

Today we live in a world of digitised fashion; a world where the most talked about fashion event can be streamed to the phone in your very hands and an image on the internet can arrive on your doorstep as an object in a matter of hours. No longer are we waiting for the new issue of our favourite magazine to see the latest trends, it’s out-dated, we’ve already seen them online.

The modernised fashion industry is ruled by digital media and the modern revolution of accessible fashion. Previously designer fashion was only seen on celebrities and elite fashionistas however the barrier between luxurious and accessible fashion has crumbled under the influence of the contemporary celebrity, the fashion blogger. The influx of fashion bloggers into the digital media industry has transformed the modern-day perception of fashion that was once an ostentatious industry into an industry that relates to the general public.

Since the 21st century evolution of the fashion blogger; the simple term fashion blog has been pulled to pieces and had hundreds of definitions laid upon it. A fashion blog can be anything from a style blog to a street style fashion blog to an inspiration board; there is no specific definition for the term fashion blog, the term is simply moulded to encompass all online fashion journalistic styles.

However, it’s not the type of blog that is influential in the contemporary fashion industry, it’s the blogger that sits behind the screen. The ‘fashion blogger’ has revolutionised the industry by working hand in hand with designers to present the world’s most sought after designs on every day people who have created a more personal connection with their readers than print media every could. Fashion bloggers present themselves as relatable people; they aren’t celebrities, they aren’t elitists, they are simply the people that you would pass in the street and say “I love their outfit!”

October saw the close of this year’s biggest fashion events; Fashion Week in Sydney, London, Paris, New York and Milan. Amongst the runway madness you saw celebrities and models utilised as muses wearing the latest runway trends but the people who really held Fashion Week in their hands were the recognisable fashion bloggers. They went to the runway shows and parties, wore the newest trends and captured every moment spent with the industries most admirable figures but the thing that set them apart was that they gave the outside world an insight into what fashion week is really like.

They create a sense of realness in a world that seems transcendent to people who aren’t in the centre of it. Bloggers are becoming the most prominent voices on the internet; they are relatable to their readers which has given them the ability create a foundation of trust and the sincerity in their writing reinforces their strong journalistic integrity which influences their millions of cult followers.

The ruling of the journalism industry by digital media is not a bad thing, it’s a new concept and overtime it will become something that will grow upon people. The popularity rise and variety of online writing has increased and subsequently the quality benchmark of online journalism has been lifted and ensured that only the most talented writers gain acceptance into the most influential position in the digital media industry.

Picture sourced from Tuula http://www.tuulavintage.com/2014/10/ryder/