Bloggers Mean Business

They’re not the future of fashion magazines—they’re the future of fashion branding

There was a moment after New York’s 2009 Fall Fashion Week when fashion bloggers had officially, as the press likes to call it, “arrived.” They had blogged their way to the front row of Bryant Park’s most exclusive runway shows; they were the new army of digital Anna Wintours. They wrote in Internet slang and posted photos of themselves mixing vintage with Valentino. They were so quirky! And also, influential! Or so news outlets gushed. Stiff, walled-off fashion editors, once secure in their self-preserved ivory towers, were trembling in fear of a coup.