Playing your cards right as the PR officer entrusted with shaping a given designer’s front row has recently become that much harder with the arrival on the scene of teenie-bopping bloggers. Armed with an online following that’d make @aplusk bow down in awe, these industry outsiders have suddenly become front row material, with designers and fashion editors the world over scrambling to get in on the mix: capsule collections have been created after them (some even bearing their name) and entire magazine spreads are regularly devoted to them. And, as in every elitist circle, a certain fantastic five (the creme de la creme of cackling style commentary if you will) has emerged, conscious of its powerful position and astute in its exploitation.
With additional research by Angélie Berhault
Tavi Genvinsion – now aged 13, she began her blog at the tender age of 11. A self-confessed recluse with an ackwardly astute fashion consciousness, her blog Style Rookie racks the readers (up to 50,000), the magazine coverage (nothing less than the Damien Hirst-designed cover of POP‘s August 2009 edition, as well as the cover of Love‘s September 2009 issue) as well as the front row positioning (everyone from Dior to Marc Jacobs). She tweets @TaviGevinson.
Bryanboy – hailing from Manila (in the Philippines),bryanboy is the closest the fashion world gets to Perez Hilton territory. Aged 22, the former web developer started his blog at 17 and now gets bags named after him (Marc Jacobs’ BB ostrich bag) as well as advertising campaigns styled after him (the fashion rumour mil has it that Fendi‘s 2006 campaign was a faint reference to the pretty boy’s eponymous picture perfect pose). He tweets @bryanboy.
Tommy Ton – somewhat more edgy and understated, 25 year old Tommy Ton’s blog has carved out such a distinctive (visual) niche for itself that he’s recently been asked to document the streetstyles of the fashion world’s various capitals for Style.com. Based in Toronto (Canada), you could say Tommy’s one of the rare bloggers the print industry has actually embraced, rather than merely celebrated (he’s been awared a fair amount of editorial pages, but his contribution to print remains as a photographer for, amongst others, US and Teen Vogue). He tweets @JakandJilBlog.
Scott Schuman – when you mention New Yorker Scott Schuman’s name, words like ‘pioneer’, ‘visionary’ and ‘genius’ start popping up. A fashion industry insider who decided to go awol after 15 years in the business, Schuman began his blog out of sheer passion (or, depending on how you look at it, obssession) for the everyday folk’s style sensitivities. His eponymous blog The Sartorialist has defined a new era in fashion voyeurism, with something of a military-esque viguour. He tweets @Sartorialist.
Susie Bubble -Susie Lau (the 26 year old Londoner behind Susie Bubble) launched her beloved blog back in 2006. Part visual wish-list, part informed commentary, her online diary (updated up to three times per day) now clocks up an impressive (though unverified) 10,000 hits per day, landing her the enviable position as Dazed Digital commissioning editor. She tweets @susiebubble.