looking forward...

really pleased that I've been given the opportunity to become a proper fashion blogger for a proper company...

"Hi Heather
Thanks for sending me your designer piece I really enjoyed reading it!
After carefull consideration I have decided that we would love to have you on-board as one of our Fashion Bloggers for the TellusFashion blog.
I really loved your text about Chirstopher Bailey and feel that you would be a perfect candidate for the position."

so as of tomorrow I start blogging with the company TellUsFashion and I'm really looking forward to it! Will post some details soooon! :)

howling bells

pieced together this lovely little outfit.. or so i think anyway! just need somewhere to wear it now...


listening to: howling bells nightingale and ms bells song. also just discovered Bear in Heaven (esp. You do you) and Tame Impala (love Alter Ego)..

so frustrating that this web page wont let me make this picture bigger 

The iconic Christopher Bailey

Christopher Bailey has to be undoubtedly, one of my cherished fashion designers at this moment in time. How could you not admire the man who gave one of Britain’s most iconic fashion brands a new lease of life and turned it into one of the most sought after brands today?

I will be honest and say that choosing my favourite designer was somewhat challenging but after sifting through the endless amount of talented designers in the industry today, particularly those who lie very close to my heart: Vivienne Westwood, Christopher Kane, Sarah Brown and Mary Katrantzou, I couldn’t deny the deep admiration I feel for Christopher Bailey.

Since 2001, Bailey has transformed Burberry from being a somewhat tired brand to a hot fashion label now showcased at London Fashion Week. He took classic pieces like the trench and reinvented them into stunning pieces that had a significant impact when shown on the catwalk, in particular his collection from spring / summer 2010. I have genuinely never felt so much adoration for clothes as I did when I sat eagerly watching the live stream of that show earlier this year.

I find Bailey’s work truly inspirational and I admire how much work and talent he has injected into Burberry over the past nine years. Before he was crowned King at the brand, you would regard it as ‘chavtastic’ and no fashionista in her right mind would be caught dead near Burberry and its questionable tartan. Now though, I would give my right arm to be seated at one of his fashion shows.

Christopher Bailey is in my eyes, one of the best designers there is in the fashion industry today. I can’t describe the excitement I felt waiting on his autumn / winter 2010 collection this week and I know that every season this excitement will grow as he has shown that every season he can create a collection that overshadows the rest. 

my topshop wishlist

really loving topshop just now. so many gorgeous pieces.. love love love this studded knitted jacket!! the owl earrings are adorable aswell!


cant wait to start shaping my winter wardrobe!!! ♥

The big Dissy D

First day of fourth year today sooooo thought I should really get to work with my topic on fashion blogging...

here is my little literature review which i wrote a few months ago now. didnt really have a clue what i was doing then and still dont now... dissertation for dummies might come in handy! need to get reading it...

Gone are the days where the privileged few such as journalists and editors controlled what was written and discussed in the public eye. The advancements of technology in recent years has allowed new forms of communication to grow and come to light; one such form are blogs. According to John Cass (2007) blogs can be defined as “websites that appear in journal format. The idea of fashion blogging is to write opinions, thoughts and start discussions on various topics relating to the fashion industry. Anyone who wants to voice their thoughts on a chosen subject is able to do so with a blog. 

One industry that has noticed a high surge in blogging in recent years is the fashion industry. Linda Leung (2008) describes fashion blogging as “an emerging online phenomenon that has special relevance in discussing how identities, online and offline are defined as fashion blogs typically cover both ideal and real aspects of both the blogger’s and their reader’s identities”. The purpose of this review is to discuss the extent that fashion blogging now has over the fashion industry, considering that they are becoming such a prevalent source of information. I plan to discuss various different perspectives, taken from several authors who have looked into the ‘blogging world’ and evaluate their findings.

In a recent article “Style bloggers take centre stage”, Financial Times journalist Nicola Copping wrote about the recent ‘hype’ of fashion bloggers and the amount of interest they have had in the fashion industry. Copping stated that the, “…spring/summer 2010 round of catwalk shows, which ended last month, was a watershed moment for the bloggers and the fashion industry.” (Copping, 2009)

As a result it showed that the industry regards them to be of great importance now more than they ever have been. Moreover, bloggers like Bryan Boy (shown in Appendix A) were seen in the front row alongside some of the most influential people in fashion such as Anna Wintour.

This is a clear defining moment in terms of communication within the fashion industry. The bloggers are gaining the same kind of recognition as journalists and writers who have spent years training and working their way into the industry. This is recognised by author Mark Tungate who finds that, “…a new tribe has been spotted… staking out the best places at the shows and helping themselves to finger food and champagne. They are fashion bloggers, and they are assailing the elitist world of glossy magazines” (Tungate, 2008). Furthermore, he reveals that, “Well known fashion bloggers are now sent gifts, invited to launch parties and taken on press junkets just like glossy magazine journalists” (Tungate, 2008).

Authors Charles Lamb, Joseph Hair and Carl McDaniel also agree with this concept that fashion blogging is becoming a bigger aspect of the industry and suggest that its becoming so big that its over shadowing traditional media such as newspapers and magazines by stating that, “…fashion bloggers have the attention of the fashion establishment because many claim bigger followings than traditional media.” (Lamb et al, 2009)

It is evident that blogging is fast becoming a popular new wave of media and that this is one of the fastest ways of reaching the fashion consumer. Bryan Boy has a following of 215,000 visitors a day, Scott Schuman also know as the Sartorialist has a following of 225,000 visitors a day according to Copping (2009) and British fashion blogger Susie Lau of stylebubble.com has a following of 10,000 a day according to Tungate. This shows the extent of interest in these blogs and it comes as no surprise that designers want these popular bloggers to be at the front and centre of their shows. Bloggers will most likely get the information out to these consumers about trends and products faster than any other type of media. As a result, they are highly influential and will have an ever growing amount of power in their hands. It has been put forward that, “Bryan Boy knows that his thoughts on the catwalk spectacle about to unfold in front of him will make it onto the website before any of his front row neighbours even make it to the next show. His up to the minute commentary is why his readers log on. It is why the Italian designers Domenico Dolce and Stefano Gabbana invited him.” (Copping, 2009)

Not only does fashion blogging have a strong influence over the media but it could be seen as having influence in areas of marketing. This is particularly beneficial to brands as they can use fashion blogging as an outlet to reach a specific consumer. Brands can use blogging as a platform for putting emphasis on a particular product or collection. Author Mary Gehlar (2008) agrees with this stating that, “Blogging has become a legitimate PR strategy in itself. Designer Robert Gellar says that blogs directly affect his retail sales. The consumers are passionate and loyal and it builds an “underground” desire for the product.”  

It is natural now for retailers to have their own online blog which is usually accessible from their online stores or through social networking sites like Facebook. British retailers such as Topshop, River Island, ASOS and Joy all have blogs that are orientated around their best product, new lines and their in-store trends. This is a good way to generate emphasis on a product and create a certain ‘buzz’ around it which will hopefully stimulate the consumer into being enthusiastic about the product and influence their purchasing decision.

Not only can the brand partake in fashion blogging but they can also encourage well known fashion bloggers to promote their products. This has been done by brands such as American Apparel and Net-a-porter with The Sartorialist, Scott Schuman.

Designer Christopher Bailey stated in the article “Style Bloggers take centre Stage” (Copping, 2009) that “The difference between bloggers and traditional press is that (bloggers) are often talking directly to the final consumer.” This shows that designers are taking notice of the influence of fashion blogging.  Moreover, that they think that it is important to respect these bloggers as they inevitably take part in the consumer buying making process, by influencing consumers to purchase the products they are generally devoting their blog entries to.

Considering the points put across from various different authors, journalists and designers, all of whom have had considerable experience within the industry, it can be said that fashion blogging does have a strong influence over the fashion industry. Fashion blogging has become a new type of media that is considered to be of importance by various members of the fashion world. The general feeling I get from these authors is that this is destined to get bigger in years to come and that fashion blogging is now, most definitely part and parcel of this growing industry. The future of fashion blogging most definitely looks promising.

interviewed...

You’re a Fashion Marketing student at Cali, why did you choose to study this?

I had no particular reason for choosing this course in all honesty. At the time I was enjoying studying business in my sixth year and I was doing quite well in class and I’ve always had a big interest in fashion. It seemed like something I might be good at and thought I should apply as a back up. At the time my main passion was for music and drama but the more I thought about the course the more it seemed like the right choice. Since starting the course I’ve grown to totally love it and think that fashion is something I’m meant to be doing.

Do you see yourself working in the fashion industry? (if yes what area?) & similarly what would be your dream job in fashion?

I definitely see myself working in the fashion industry. My plan is to move to London after I graduate next year and work in luxury retail and to build up my contacts and experience. I could see myself working for a smaller brand such as Mulberry to increase my chances of getting good experience in different areas within the company. I would also consider working for high street retailers in their head office preferably working within their marketing departments and dealing with PR or working with the trend forecasters of the brand.

My dream job in fashion ultimately is to work in fashion events and co-ordinating fashion shows around the world. My ambition is to travel all over with my fashion career and learn about different fashion cultures and gain as much experience within the industry as possible.

What is it about fashion you love?

What I love most about fashion is the fact that it is a world that creates fantasies for people through something as simple as fabric. Fashion isn’t an essential need for people but is there for sheer enjoyment and makes people happy.

Fashion gives people the opportunity to express themselves and show their personality which is what I love most of all because I think you can get a sense of someone without knowing them.

I love the feeling I get when I wear pretty dresses or really high shoes and find it easier to express myself through what I wear.

Fashion is something that’s fun. I love being able to dress up and play about with different styles and be creative.

What made you start fashion blogging?

I decided to start fashion blogging because of the fact I had became so interested in reading other peoples fashion blogs so I thought I would try it out.

I found it really addictive looking at other people’s styles and decided to base my blog around different outfits that I have worn and speak a little about what influenced my outfit. At the moment my blog isn’t very in depth but hopefully I will have a little more time to expand on my blog soon.

I also feel that blogging is a really important thing for anyone on my type of course to be doing as it gives you such an awareness of everything that’s going on in fashion and I think that people are becoming influenced strongly by fashion bloggers.

What are your favourite fashion blogs to read?

My favourite blogs are:

Boubou tea time

What is reality anyway?

Fashion Toast

Sterling Style

Fifi Lapin

Bryan Boy

And: Selective Potential

All of these blogs are based around what influences the bloggers and different outfits they were although some of them like to discuss designers, new collections and fashion events.

Majority of the blogs I read reflect my own style and personality which is why I think I like them so much.

What are your main influences? Why?

My main influences when it comes to my style are based on a variation of things like music, time periods and fashion bloggers.

I think that music is one of my biggest influences. Like most people; depending on what I’m listening to at a particular time will inevitably play a part on how I dress. My biggest music influences is Florence + the machine – The lead singer Florence Welch is influential in her own right but I think if you listen to her music there is some clear link to her music and her style. Florence + the machine are really soulful. Comparing that to her style she wears a lot of floating fabrics, sequence and floral patterns which I think is a really romantic look and works well with her music. When I listen to bands like Florence; that is exactly how I want to dress.

Time Periods: My favourite era is around the time of the French Revolution. I love anything to do with Marie Antoinette and opulent French style. I love brocade fabrics, all the pastel colours that were prominent at that time. I think everything about style in the late 1700s was extremely beautiful and I always think that there was great care and consideration taken into account when creating these luxurious gowns for royalty at this time.

Fashion Bloggers: As I mentioned before I think that fashion bloggers are becoming increasingly influential. They are being placed in the front rows of fashion shows and being featured constantly in fashion publications like Vogue and Harpers Bazaar. I get a lot of different ideas and inspirations from their style.

Who are your favourite designers? Why?

My favourite designers are Vivienne Westwood and John Galliano.

I love Vivienne Westwood due to her rebel approach to fashion. Her designs are always beautifully structured and are completely individual to her.

I love John Galliano and his work for Dior’s haute couture. He is created some breath taking couture gowns that I completely adore. I could look at his collections all day long.

Is there anybody you would love to work for? Why?

In all honesty there isn’t one specific designer/ brand that I would love to work for. I kind of want a taste of everything. In an ideal world I would test shoes for Christian Louboutin, test bags for Mulberry and model John Galliano for Dior’s couture gowns! I can only dream… 

Would you ever consider fashion design?

I would never consider fashion design because I’m not particularly interested in the actual design of fashion. It’s definitely not something I would have a passion for in the fashion industry. I don’t think I’m creative enough for it anyway!!

Who should we be looking out for in 2010? (up & coming or famous designers with new exciting collections?

I think 2010 is going to be a big year for the likes of Christopher Bailey, who has showcased one Burberry Prorsum’s best collections yet. He has totally turned the brand around in the past couple of years and turned it into an extremely desirable brand again. I think he is going to have so much more to offer.

i place a kiss upon your shoulder...

leather shorts? i cant decide..

cant stop listening to la ravenge by glasgow band Kassidy and on the other end of the scale love the way you lie by Eminem.

i miss wearing normal clothes. feel like all i wear just now is boring work wear.