Franca Sozzani Thinks Bloggers Are A ‘Viral Epidemic!’
We can generally rely on Vogue Italia editor-in-chief Franca Sozzani to say what she means to say. Her clear point of view is what has made her a world-renowned fashion editor, after all. But when it comes to evaluating bloggers, Sozzani just can’t form an opinion.
The editrix wrote a post on the Vogue Italia blog complaining that the fashion industry’s fascination with bloggers was troubling. “Why are they so credited?” she asked, and “Are they important for Vogue? Do we need all these bloggers?” Also, why do they get car service to shows? (That’s actually something we don’t understand, either. Bloggers don’t need car service.)
While we here at Styleite could debate how necessary bloggers are or aren’t until the cows came home, we realize that that’s exactly what Sozzani would have wanted. Clearly this post was written to get a bunch of bloggers to try to cower under the distaste of an industry titan. But we’re not chumps, so we’re not gonna do that. Instead, we’re going to point out the five most glaring contradictions in her post — and snaps for you if you can find a few more.
1. It’s a blog post that complains about blog posts. If Sozzani really wanted to examine bloggers from the perspective of a magazine editor, wouldn’t she have written a magazine article? If magazines written by people who have been in the industry for 30 years are the most reliable source of information about the fashion industry, then does Sozzani’s post carry any water at all? (It doesn’t, but not because it’s a blog post. Keep reading.)
2. She says bloggers categorically don’t have opinions: “They don’t offer an opinion but only talk about themselves, take their own pictures wearing absurd outfits.” But then she says bloggers’ thoughts can be just as valid as buyers and career journalists: “At the end if we are being honest, who comments and who buys? Who should we listen to; the buyer or the journalist? Why not a blogger?”
3. Bloggers are a flash in the pan: “They don’t do much damage because they are like moths. They live only one night.” But “good” bloggers can stand the test of time, even though blogging is a relatively new phenomenon. So what makes a good blogger? Sozzani doesn’t say.
4. Bloggers “don’t hold a real importance in the business. Of course not.” And yet, the “good” bloggers “have invented a new way of communication.” If Sozzani sees bloggers in the front row at fashion week and thinks blogging “changes the approach to fashion,” how could bloggers be unimportant?
5. But let’s not judge bloggers just yet: “None of us knows how it will evolve. It’s still under observation.” Uh huh. Let us remind you that she’s spent, like, 500 words at this point judging bloggers, and yet somehow thinks she hasn’t passed judgment. What?
Bloggers may not have the resources to cover to every show, or the knowledge to talk about how much someone’s line references Cecil Beaton‘s costume design or Paul Poiret‘s drawings for the House of Worth, but we are undoubtedly relevant and, collectively, immeasurably powerful. And just like Sozzani — and people like her — all we really want is to do our jobs the best we can without people ragging on us.
Bloggers: A Culture Phenomenon Or An Epidemic Issue [Vogue Italia]