In 2009, Dolce & Gabbana brought in fashion bloggers to fill in the front row of its fashion show, and back then it was a big deal. However, in the last few years, fashion blogging has evolved from a hobby to a legitimate career, according to Adweek.
Take former news editor at Elle, Nick Axelrod, who left last month to become the editorial director of Into the Gloss, a beauty blog started by his friend Emily Weiss. At first, Axelrod was skeptical about the blog’s launch, but soon realized its potential and converted. Another blog world-convert includes Derek Blasberg, an editor at large for Harper’s Bazaar, who built his own brand outside the magazine with his own Mr. Blasberg blog. And yet another is Lucy Yeomans , who quit her 12 year stint as editor in chief of Harper’s Bazaar UK to edit Net-A-Porter’s online mag.
Though there have been big name shifts into the blog world, there are many fashion bloggers who continue to pursue blogging as a hobby only. John Januzzi, contributing editor at Lucky who runs the magazine’s Style Collective blogger network, told Adweek that, “I think there are a very, very select few bloggers that can make this a lasting career. Everyone out there has some kind of expiration date.”
This “expiration date” is where the innovation and expansion for these fashion blogs comes in. Axelrod is working on hiring contributing writers for Into the Gloss, all while trying to maintain the voice of the creator. As this blog world grows, advertisers are also giving more support to these sites.