Are fashion bloggers important?

Published on May 17th, 2011

She might have won a host of best-dressed accolades, including coming fifth in the recent Glamour best-dressed women awards, however, Alexa Chung is in distinct danger of losing her fashion stripes. That’s because the model, TV presenter and champion of geek chic has been accused of biting the hand that feeds her. In an interview published in this month’s addition of UK Vogue, Ms Chung is quoted as saying “Blogs are ridiculous; they’re just mood boards — unless you’re Tavi.”

Although child-blogging star Tavi is undoubtedly in a league of her own, these comments from a Brit who owes her international fame in no small part to the fashion bloggers who have featured photos of her on their ‘mood boards’ would seem somewhat ill-advised. In addition to being a favourite of many of the fashion glossies and fashion bloggers, Alexa generates a lot of money by offering fashion commentary herself. In addition to working with designers such as Madewell on ranges and being the inspiration behind the Mulberry Alexa bag, Ms Chung has expressed an interest in becoming a designer in her own right in the future.

She is reported as saying: “What I really want to do is make things. I want to learn that whole process of design so I can have my own label and my own studio with awesome music and all my friends around. “

If Ms Chung really hopes to make a success of designing in the future she may have to reconsider her marketing strategy. With big designer names increasingly courting fashion bloggers by inviting them to join the front row, Ms Chung may want to follow suit by offering a warmer hand of friendship.


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