FashionUnited have brought you plenty of stories charting the phenomenal rise of the fashion blogger, from abstract, back of the line fashion voice, to street style interest, to major influencer and brand dominator. Now it seems fashion bloggers have segued into yet more new territory; as the fashion designer or label collaborator.
So take recognized high street retailers from Gap, H&M, Club Monaco who have all turned to renowned bloggers to work with on capsule collections – which not only give the store, a current and cool feel, but are a way to drive the blogger’s followers directly through their retail doors. Whilst, Modcloth retail store, has worked numerously with bloggers, most recently, A Beautiful Mess Blogger, Elsie Larson. Turi Fesler, outreach and events manager, explains, “ModCloth's mission is to democratize fashion, and that means providing access to the industry for people who may not otherwise have that.”
"You could say bloggers are the new 'celeb turned designer,'" ModCloth's Fesler says. "However, they're a little different. When most people visit a blog, they go there for information and feel they could get that look while, say, a movie star's style might feel a little less attainable. It's an opportunity to share and celebrate real style, and perhaps a chance for someone — a blogger — to showcase your brand in a new and fresh way."
Whilst there looks to be no slowing down for these fashion/blogger collaborations as Gap asked bloggers from Refinery29, FabSugar, Lookbook and Rue to create looks for its Styld.by site, Blogger Garance Doré has teamed with Kate Spade for a capsule collection that includes tops, dresses and accessories and the most bold faced collaboration saw Vogue Japan editor at large and street style phenomenon, Anna Della Russo, creating sell out collections for H&M.