Fashion bloggers: the new face of digital campaigns


It’s that time of year again when Christmas party dresses are at the forefront of women’s priorities as they seek to look their best at work functions and special family dinners. Many retailers are turning to fashion bloggers to promote their party wear and A/W collections through interactive campaigns.

Online influence has become a valuable tool for the bloggers of today and whether they are modelling A/W party dresses, attending photo shoots or inspiring outfits on the street from London to Kuala Lumpur, the rise of the everyday fashion blogger should not be underestimated.

While most blogs begin as hobbies, many bloggers have turned their past-time into a career, in some instances earning up to six-figure sums – although this trend has yet to become widespread in the UK. Kat Griffin of Corporette in the US gave up her highly paid position as a lawyer to blog on a full-time basis, and she now receives 130,000 unique visits each month.

Retailers are quickly realising the importance of bloggers and increasingly using them for promotions, for example the latest F&F Clothing competition and Net-a-Porter’s campaign featuring Garance Dore.

Five women aged between 19 and 28 are involved in the F&F Clothing campaign and they come from a range of backgrounds and locations, including Hove and Aberdeen. The focal point of each blog represents each woman’s interests, from vintage clothing to plus size fashion.

Jillian Lidgate, Head of Online Marketing at F&F Clothing comments: “The internet has transformed the world of fashion and bloggers can now be as influential as major publishers. Online fashion has become part of daily life, as people research their outfits and accessories with image-led social networks like Tumblr, which is home to a vibrant and creative international fashion community”

Georgina Horne of Fuller Figure Fuller Bust says: “I think that my blog should win the prize as the purpose of it is to show women how dresses look on a larger and bustier lady. I am not a model size or shape, I am just an average woman who enjoys looking and feeling great.” 

More and more women are looking to fashion bloggers as icons with personal styles that they can emulate – these bloggers are not all size eight models and they are proud to use online channels including social media to show off their unique tastes.