Editor Vs Blogger: I Love to Hate You
Three years ago, when I was the assistant to my blogger, I sometimes attended the brand invites on his behalf. There was one event I particularly remember. It was the opening ceremony of Marc Jacobs’ new store in Shanghai. I got a well-designed invitation card and a working ID with ‘Media’ written on it, just like those given to the people who work for Vogue or ELLE. I had the privilege of sitting with the editors, who may have been working for their magazines for a long time, and finally got the chance to attend this event, while I was still a college student…
No wonder they hate us bloggers.
Thanks to the New Media Age, bloggers can be treated much better than ever before, and get advantages from brands, and gain greater and greater exposure.
As for the common audience, who have been exposed to the digital media for some time, the reading habits have already changed. Attention spans have been cut down, and most prefer “reading” images. Personally, I barely read all the words in a magazine. Most of the time, I browse the pictures first. Thus, comparing one very long and professional article by Vogue, many people, especially Millennials, might rather “read” a blogger’s post on Instagram.
Vogue was formerly the arbiter of fashion. Monthly issues were the fashion Bible at one time. However, today, everyone, not only bloggers, are Media people. Everyone can make his or her voice heard. However, this does not hinder the authority and status that Vogue and other renowned magazines have built, but only shows that audiences have more options.
Magazine people think Bloggers have no place in the industry. They are “pathetic,” “desperate,” and suggested by Vogue’s creative digital director Sally Singer, should look into, “finding another business.” However, there must be some reason bloggers exist. As my favorite fashion icon Grace Coddington responded to Colin McDowell’s question about Isabella Blow’s question on the role of the stylists, “I believed that everyone was there because they had a role,” she said, “Otherwise, Why else would they be there?”
Susie Bubble’s stated that editors should recognize that the fashion circle has already enlarged, and will keep on doing so. Fashion is no longer a show that takes place in a small room, with the help and interest of a small group of people. Again, because of the Internet, common audiences can get involved in fashion weeks or events. The fact that they are happy to participate in these events is a good thing for the brands, maybe the most important thing. Under these conditions, brands need more influencers, and these people are expected to be able to impact audiences.
Bloggers and editors are in the same boat. No matter the brands or audience, entertainment and proficiency can coexist. In the fashion world, the most important thing is knowing how to change and adapt to new circumstances. Fashion is all about change, even the long-existing fashion system and fashion calendar was changed. Editors should really think about how to get along with bloggers properly. Hating won’t get you anywhere.
Photo Credit: Balmain Spring/Summer 2015 campaign by Mario Sorrenti