The recent V&A Connect event has provoked some interesting thought after the evening was opened with a quote by Franca Sozzani, the editor of Vogue Italia. Sozzani was awarded last month by French President Nicholas Sarkozy in Paris with the Legion of Honour. Franca Sozzani’s quote was, “Bloggers are like moths. They live for one night. It’s a trend and like it happens with all trends in fashion, it gets blown up out of proportion. The blogger phenomenon is too young, too new. Let’s wait a minute before acclaiming it or hating it.”
Franca Sozzani’s quote has without a doubt created some uneasy feelings, especially for fashion bloggers. The quote has created some debate especially in current times when prominent brand names have blogs of their own, showing that even fashion icons who are apart of brand name companies such as Vogue itself have recognized the power of having a blog.
There was a panel of consulting and digital marketing experts that V&A gathered together to discuss new media and to discuss the way the world continues to engage with fashion. There were slightly differing opinions and ideas. The digital marketing director at Hearst Group, Sarah Graham, “thinks the role of the editor is changing, he/she needs to be more of a marketer and engage more and more with the audience.” In a different light however an employee for Karla Otto PR in digital marketing, Michelle Sadlier, says, “It’s important to be as creative as you can when connecting with the consumer and to have a voice amidst the noise.” She says this because it can be overwhelming when so many people are trying to connect at once.
Much more was said by members of the panel but overall there was a lot of insight on the idea of fashion bloggers and their impact on the fashion world as they rebel and become individuals.
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