Vogue Magazine is always considered as one of the greatest, most influential and successful fashion magazines all the time. Its editors are not just a team of publishers, writers and photographers. These are people who have ruled the fashion world for generations. They created the fashion and guided her themselves. At least it was a very long time. Unless it was the era of digital social media. And then bloggers came. For the younger generation, they have become not only mediums between designers and consumers. They became the authorities and trendsetters. But, as it turned out, this situation pleased not everyone. Four US Vogue editors lashed out at streetwear bloggers after Milan Fashion Week. 


What Exactly Has Happened?

Let’s first take a look, why all the hype and confusion started. Here are the rows that served as the beginning of the war.

Sally Singer, Vogue creative digital director, made a postscript: «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, Vogue.com chief critic, wrote: «Sally, the professional blogger bit, with the added aggression of the street photographers’ 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».

Nicole Phelps, director, Vogue Runway, joined colleagues in discussing «the street style mess» as distressing: «It’s not just sad for the women who preen for the cameras in borrowed clothes, it’s distressing, as well, to watch so many brands participate».

Alessandra Codinha, Vogue.com fashion news editor, called «the whole practice of paid appearances» «gross» . She also criticized bloggers for taking payment to wear clothes in return for granting brands’ exposure on blogs and Instagram feeds. She also wrote: «Looking for style among a bought-and-paid-for front row is like going to a strip club looking for romance».

Vogue. Streetwear Bloggers


In Reply

Apparently, they are not quite aware that now, in the world of social media, bloggers are the driving force. Perhaps earlier admirers of high fashion world would take their side as a sign of respect and acceptance their right to criticism, but not today.  Now they just have been told to «get back to their Werther’s Originals».

Shea Marie, who calls herself a «fashion influencer, designer, stylist, creative consultant, TV host, photographer, model» and has a million Instagram followers, wrote back: «The only thing that is ‘pathetic’ here is this jealous, catty and hypocritical article you’ve just published. You are exactly the type of people that have given the fashion world the cold, unwelcoming and ruthless reputation it has had in the past. Thankfully those times are changing … I would think an institution such as Vogue would respect young entrepreneurs instead of belittling them». Even another Vogue branch, British Vogue, did not take fellows’ side.

Vogue. Streetwear Bloggers. Alexandra Shulman


Parse The Situation

We can not judge who is right and who is wrong. But let us look at everything in order. Authors who wrote a devastating article, accused of hypocrisy. In fact, it is so. The business model, used to running in brands, media and bloggers, is very similar. They make their money on dictating to consumers the rules of fashion and advising them what to buy. Bloggers are closer to the people, and therefore get more trust. Another argument is that for photo-shooting magazine rents designer clothes. Equally as bloggers on the shows. So, yes. Blaming the bloggers in dumbing down style and making it about dollars instead of fashion was kind of ironic. Moreover, many bloggers take part in the shooting for magazines. Publishers willingly cooperating with them, because it is beneficial for their business.

However, the fashion world is also full of people with different opinions. Neiman Marcus CEO Karen Katz thinks that bloggers are guilty of the fact that consumers are becoming more picky. After all, thanks to bloggers photos from fashion shows get into the public domain long before the official release. Last weekend there was a battle between beauty blogger Sophie Shab and media editors of PopSugar. Emily Orofino, PopSugar editor, claimed that Shab posted photos of unreleased products.

As we can see, this war is only the beginning, and probably there is still a lot of clashes between the traditional media and bloggers. It must be admitted that the digital media user is much more likely to win, because the younger generation is behind them. But debit the masters of industry is too early.

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