Once upon a time, Fashion Week was an event exclusively for editors, models, celebrities and a few VIP clients. There were only a few bloggers back then who sat front row. Things have changed in the past years. Blogging is no longer just a hobby or passion project but a full time job. And while celebrities used to be the preferred endorsers for brands and services, there is a now a new set of A-listers referred to as “influencers.” These are individuals who use social media and other online platforms like blogs, to reach out to a large, global audience.
Fashion and luxury brands have been quick to recognize the pull of digital influencers on their target markets. There is power in a seemingly candid photograph of a girl wearing a cocktail dress paired with the season’s must-have stilettos and a purse. Hashtags like #OOTD (outfit of the day) and #SOTD (shoe of the day) or #SHOEFIE (a shoe selfie) are new tools on social media that help highlight certain products whether it be a pair of shoes, location (i.e #travel, #Milan) or yes, even a drink (#lovescotch). It is the personalized tone and approachable image projected by bloggers and influencers that endear them to a large number of followers. Through vignettes also known as flatlays, influencers are able to intimate details of their personal lives. These curated images reveal moments from everyday events that may include lunch at a chic café, packing the gym bag or capping off the night with scented candles and a fresh bouquet of blooms. The reality is, life is not a crisp and polished as it may seem on your phone screens. But that is what aspiration looks like at present–sort of authentic and deliberate.
Several fashion influencers from all over the world were recently brought together by Jimmy Choo for what could be one of the most relevant fashion shoots of the season. Photographer Candice Lane was commissioned to take photographs of the women whose every outfits, selfies and travel posts, thousands of followers watch out for each day. Influencers each styled and provided creative direction for their respective shoots to reflect personal styles and unique takes on the Jimmy Choo’s Cruise 2017. It was a celebration of variety, uniqueness and a sense of spontaneity in mystical Rajasthan in India.
Brazil’s Helena Bordon. Photo courtesy of Jimmy Choo.
HELENA BORDON
WEBSITE: helenabordon.com
FOLLOWERS: 925K
The blogger from Sao Paulo, Brazil is also in the retail business. Taking after her mother who has worked as a Creative Director a local high fashion brand, Helena has been giving direction for her very own label, 284. Prior to putting up her own fashion enterprise in 2008, she interned for Valentino in New York.
LA-based blogger Aimee Song (Song of Style). Photo courtesy of Jimmy Choo.
Mint green satin Bow clutch with crystal baguette bar detail. Photo courtesy of Jimmy Choo.
Champagne satin Kitty sandals. Photo courtesy of Jimmy Choo.
AIMEE SONG
WEBSITE: songofstyle.com
FOLLOWERS: 4.3M
The LA-based blogger is actually an Interior Design specialist. Song of Style was intended to serve as a mood board for interior design ideas and inspiration. Every once and a while, Aimee would post fashion related stories which picked up readership and following. This resulted in a full-time career as a fashion influencer and blogger. The LA native admits that interior design has somewhat taken a back seat to her fashion pursuits but emphasizes that the two will always be intertwined.
Chronicles of Her editor and founder Carmen Hamilton. Photo courtesy of Jimmy Choo.
CARMEN HAMILTON
WEBSITE: chroniclesofher.com
FOLLOWERS: 295K
Sydney-based blogger Carmen Hamilton’s online appeal lies in accessibility. Her blog entries and Instagram posts, while still remaining aspirational, are relatable to everyone. Her page aims to guide followers on how to wear trends and where to get the season’s key pieces. She keeps it real through posts that say it’s ok to “wear clothes on repeat.”
Black satin Cloud clutch with Swarovski embellished clasp. Photo courtesy of Jimmy Choo.
GALA GONZALEZ
WEBSITE: amlul.com
FOLLOWERS: 746K
Being a model and niece of Spanish designer Adolfo Dominguez may have helped catapult Gala Gonzalez into fashion influencer status. When she began blogging in 2007, she distinguished herself by posting images that emulated a distinct brand of nonchalance. Her posts are not purely fashion-related, creating a balanced mix of lifestyle-driven content that readers enjoy browsing through. She has also been dubbed as Spain’s “national IT girl.”
