Fashion's New Fever: Bloggers in Spotlight As They Aim for Fame

Fashion bloggers like Tavi Gevinson and Bryanboy are courted, coddled and charmed like never before by houses like Marc Jacobs and Rodarte.

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The company treats bloggers as editors. “They are key influencers,” said a spokeswoman. “We hope that through their sites, they’ll introduce Tory Burch to a whole new set of customers. Having bloggers attend the presentation is a great way to reach people who don’t live in New York or can’t make it to the presentation for one reason or another. Blogs and Web sites invite a dialogue with readers and customers that is invaluable to us.”

Norma Kamali said she is grateful to bloggers for publicizing her collection with Wal-Mart.

“I really appreciate the way they interpret what I’m doing. It’s exactly what a designer dreams of. And then they share it with people. They’re leaders. It’s like the show we did about the democratization of fashion. Now there’s no elite in anything in any more.”

“Most of the opportunities I’ve gotten in fashion have been because of my blog,” said blogger and now sometimes-model Cherkasova of Late Afternoon. She spoke at the Chictopia conference and has been to many shows this week, including Badgley Mischka, Vera Wang and Dennis Basso. “Max Azria had great shoes, but other than that, kinda underwhelmed,” she tweeted.

Chelsea Kozak, a blogger, student and one of the winners in the Chictopia 10 contest to attend the conference, stood in line at the tents and got into a show because of how she was dressed. “There’s no room, I’m sorry, but I really like your outfit so I’m going to let you in,” she recounted the p.r. person telling her.


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