Fashion: Bloggers In Bed With Brands ...
Jul 28 2011
Isn't it ironic that fashion bloggers, once plucky outsiders who were unafraid to speak their mind honestly and hold brands accountable for their missteps are now eagerly embracing business opportunities with those same brands? Fashion blogging has obviously come a long way. The latest high-profile blogger/brand alliance features controversial US-based high street fast fashion chain Forever 21 and UK-based blogger Bip Ling. The latter is fronting the media campaign for the opening of the chain's first UK store.
So what if Forever 21 has built a business on the coattails of designer fashion with little or no regard for the finer points of copyright law, sources its products from suppliers who are alleged to have dodgy employment practices including unfair business tactics and wage violations and has a record of using legal intimidation to silence critics? Business is business, right?
I mean no ill will towards Miss Ling but I do wonder about her decision to align herself with the controversial high street chain. Can she really be unaware of the chain's practices given that it has been the subject of numerous news reports and is featured in an award-winning documentary ("Made In LA")? Bloggers intent on developing their personal "brand" beyond the proverbial fifteen minutes of fame might want to take as much care in selecting their business partnerships as they do their style choices. There is considerably more to being a brand ambassador than launch parties and photo ops.
The Luxe Chronicles