Fashion · University

The Blogosphere


Today I want to talk about blogs. Not just about Blogosphere magazine but also regarding blogs from the latest book I’ve read; ‘Fashion Promotion in Practice’ by John Cope and Dennis Maloney.

“Today, at least 14 million fashion-specific blogs currently exist”

Did you know that the first fashion blogs emerged around 2003? Honestly, it wasn’t only about four years ago that I stumbled upon personal style blogs. What’s your take/opinion of them? I like that these online platforms enable users to publish their individual perspective on whatever they wished but at the same time, it’s becoming increasingly difficult to know whether to trust these bloggers or if it’s just another form of advertisement.

According to Engholm and Hansen-Hansen (2013) there are four different types of blogs –

  • Professionals– blogs that grew out of previously existing magazines. Fashion journalists and independent writers
  • Fashiondustrias – run by both amateurs and fashion industry professionals, such as freelance journalists, stylists and photographers. Focus on fashion events such as fashion shows, campaigns and new launches
  • Street style – pretty self-explanatory, pertain to be more credible and real than styled fashion imagery,
  • Narcissus – final and most popular – a form of fashion diary that logs what the blogger wears. This type causes general criticism.

“Blogs run the risk of becoming another form of advertorial, whether it be from incentives through tips, gifts, free clothes from a collection, a model of car to transport you around fashion weeks, or the latest smartphone.”  (Fashion Promotion in Practice, 2016) One example I want to use is Kristina Bazan, from Kayture. She was one of the first street style blogger that I’ve noticed and immediately took an interest to. She was chic, fresh, young, and appropriately dressed for her age. You can see that her clothes back then were items she actually bought and owned. Nowadays, I admit I’m not too fussed or wowed by her looks, as I know most, if not all, has been chosen by sponsored brands. Her style now screams ‘trying-hard’ and has ventured way too much into the semi-naked/dark/goth/Kardashian-inspired for me to really appreciate it. Maybe her style has evolved who knows, nevertheless, she has lost an avid reader of her blog.

Fandrich (2007) suggests four components that constitute a legitimate blog:

  • Motivations – where it doesn’t appear to be shaped by commercial gain
  • Content focus –whether the majority of content is fashion related
  • Originality – strong, informed, independent voice being the point of difference
  • Immediacy – how often and consistently it is updated
“But for now, blogs hold the attention of millions of readers – an audience reach that is too large for brands and promoters to ignore.”

Blogosphere magazine, a new title on my radar, is a publication written by bloggers for bloggers. I’ve never bought an issue but it piqued my interest as I was researching and found out that it doesn’t just cover fashion. It covers a variety of topics – from food, travel, lifestyle, health etc. Based on the cover alone and social media, I got the feeling that it was more fashion-related so I was pleasantly surprised that it featured outside sectors aswell. I think it’s a great way to find out new bloggers that otherwise you would never have come across. Next time I end up at WHSmith, I’ll be sure to take a peek.

“Split into six main sections (each edited by an influential blogger): beauty, fashion, food, travel, lifestyle and photography, Blogosphere Magazine is a curated directory of the best bits of the blogging world.” (

Sources – 

Fashion Promotion in Practice by Jon Cope and Dennis Maloney (2016)




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