One of the world’s most successful fashion blogs hails from Italy and was launched by Chiara Ferragni in 2009. It is The Blonde Salad blog.
When The Blonde Salad was created Chiara Ferragni wrote about a variety of her interests. These include fashion, style, beauty and travel. It was a mixed bag (or salad) and given that her hair was blonde at the time, the name was born.
Chiara Ferragni was also a law student with co-founder and romantic partner of the time, Riccardo Pozzoli. Their aim was high fashion and their vision was more in line with a brand than a top fashion blog.
Their plans have certainly succeeded with Chiara Ferragni gracing the cover of fashion magazines and has become a fixture on fashion show front rows. She is also known for pioneering product placement in fashion blogging, according to Refinery29. She now hosts events and collaborates with brands like Louis Vuitton and Dior.
Recently the pair have created an agency called TBS Crew which is the publishing company behind TheBlondeSalad.com. The website sees a team of contributors rather than a single voice much like New York style blog, Man Repeller.
Where once blogging was about the individual and a personality it has gone beyond that. These fashion blogging superstars are moving towards the established magazine paradigm with the blog’s face at the helm. They may not be breaking the mold but they’re owning it.
This calls into question the definition and style of blogging. The tone is no longer first person but the collective. The magazine is online and no longer a title but a person.
It will be interesting to see if this new set-up has what it takes when it comes to longevity and joining the established magazine world. In the meantime there’s plenty of content to glean fashion inspiration from.