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Volume 5, Issue 2
  • ISSN: 2051-7106
  • E-ISSN: 2051-7114



When street-style blogs – amateur web journals featuring photographs of stylish pedestrians from around the world – began to pop up on the Internet in 2005, they appeared to challenge the established geographic hierarchies of the global fashion industry. Shot by fashion outsiders with little formal training in photography, they featured a variety of people and places far outside the purview of the industry. Drawing in millions of readers, including trend forecasters, editors and designers from within the industry, blogs seemed to be a democratizing force in fashion, drawing attention to once peripheral fashion capitals like Helsinki, Cape Town and Buenos Aires, and creating a backdoor into the industry for their proprietors. But such a state of affairs could only last so long. This article traces the evolution of street-style blogs from the vantage points of several prominent street-style bloggers. As it does so, it chronicles the geographic struggles operating within the fashion ‘blogipelago’; the efforts of bloggers to expand the fashion world map; and the efforts of industry insiders to draw attention back to the established fashion capitals: New York, London, Milan and Paris.


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  • Article Type: Article
Keyword(s): blogs; Fashion Week; photography; street style
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