Suddenly, they were everywhere: Fashion blogs. Tavi Gevinson had one, Susanna Lau had one, Bryan Grey Yambao had one. And so did thousands and thousands of young girls and also boys who tried to change the world of fashion out of their bedrooms. Designers began to put them into the front rows of huge shows and suddenly they became stars themselves.
Model Alexa Chung tries to relive the rise and fall of fashion blogs in her YouTube show for British Vogue and takes us back to a time when no one knew about Instagram, Periscope or Snapchat and those diaries of dreamy teenagers became the most trusted sources in fashion’s recent history. Fashion blogs were meant to last, but YouTube & Co. were fast to accede to the throne.
“I actually must admit that I felt very threatened by the blogging community, when they first appeared on the scene,” Alexa tells us. “Because suddenly they were sitting in the front row at Fashion Week. As a high·brow It Girl I was like: Who are they, what are they doing? I think people were very scared of them because they had so much power, so suddenly and so quickly.”
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