Italian Vogue editor Franca Sozzani, who started blogging not terribly long ago for Vogue.it, has some thoughts about the practice. She doesn't define what she means by blogger, in a recent entry she posted to question them. After all, Cathy Horyn, who has a blog, could be called a blogger, as could André Leon Talley, Hamish Bowles, and Franca herself. So let's assume she's referring to personal-style bloggers such as Fashion Toast and Cupcakes and Cashmere, who do more posting on how they wear their clothes than they do about news stories. She calls bloggers fame-hungry "moths" who "live only one night." "They don't hold a real importance in the business. Of course not," she continues. Maybe they won't, in the long term, but plenty of brands (such as Victoria's Secret) who invest in dedicated blogger events, and many companies (such as Gap) who pay them handsomely to appear in their ad campaigns, might disagree.
But Sozzani is conflicted about where the future lies for personal-style bloggers.
Lets wait a minute before acclaiming it or hating it. There are still a lot of people who don't know what blogger means, and none of us knows how it will evolve. It's still under observation. The only thing I can say with certitude it's that if it were a disease, we would call it a viral cold. An epidemic!
TRASH IS ALL AROUND THE WORLD [Vogue.it]
Bloggers: a cultural phenomenon or an endemic issue? [Vogue.it]