As fashion bloggers, we tend to brake for other fashion bloggers, especially because we know how hard it can be to 1) get started, 2) build an audience 3) make people think and 4) cover fashion week, a task to which we could devote entire terrabytes of information. But this morning’s news that Tumblr, the photocentric blogging platform beloved by people everywhere, is sending 20 fashion bloggers to New York Fashion Week has us scratching our heads. Also puzzling: to manage it all, the company has recently hired a fashion director.
Fashionista reports that Richard Tong will oversee the coverage, which will be generated by eight New York-based bloggers and 12 from other areas of the country. What I Wore, Peace Love Chanel and SaraZucker.com (helmed by a blogger who’s helped us here at Styleite with some awesome fashion DIYs) are among the representatives. It’s not clear yet which shows they’ll attend, but they’re getting a pretty lush deal in exchange for the hard work they’ll have to do at Lincoln Center:
They’ll receive complimentary flights, accommodation, and will be whisked off to lunches, dinners, and cocktails with a roster of to-be-confirmed brands and designers.
But Tumblr isn’t just showering the bloggers with money and expecting for the reblogs to just happen. They’re also going to set up a live feed of the group’s content at tumblr.com/nyfw. That, of course, will be mixed in with stuff from a select group of media partners.
All of which are good things — it’s great to see hardworking bloggers get a little corporate love. We just hope that corporate love doesn’t turn into a bunch of sponsored content aimed at exposing brands that wouldn’t normally merit coverage on the beauty-obsessed blogs that are going to cover fashion week.
Other than that, it certainly sounds like a good idea — one more step in the democratization of fashion! Zucker herself once said the front row of fashion shows is where bloggers belong. We just hope this experiment is more about giving these bloggers an opportunity they wouldn’t have otherwise than it is about making paper.
Tumblr is Sending 20+ Bloggers to New York Fashion Week [Fashionista]