Saturday, December 21, 2013

All keyed way up about fashion

Has got the sheen gone from lookbook fashion? Certainly go for longer a lofty, mysterious business that continues on in today's world, a selective and excluding conversation among fashion elites through the likes of Vogue and even fashion Quarterly.
No, the sheen is still there, the lustre remains to be intact. But because of new technology it's got changed. Where once fashion was adjudicated from on high, now it is the main topic of a loud dialogue led all the from below as from above. The world wide web means there are now countless, endless discussions, interviews and documentaries. A few plethora of websites, online magazines and blogs. There are Twitters, Tumblrs and Facebook pages. All dedicated to just one single thing: fashion.

Now, use in your, you are able to, if you want, see and hear nearly all aspect of the process from inspiration to development to manufacture towards the catwalk shows - live, since it happens via Twitter.

The conversation on the internet is loud, insistent and ceaseless, if you might not exactly understand what's being said: "New Bodkin pieces at Bona Drag. Need them on my figure immediately. Rather than just because it's freezing today. Korean corn tea are only able to accomplish that much."

If you are not just a fashion blog aficionado, this will be gibberish. I want to enlighten you: Bodkin can be a New York-based fashion label with environmental overtones. Bona Drag can be an online vintage clothing store, a serious good one. It turned out freezing in during its fashion week. The Korean corn tea? To know.

This really is from Rumi Neely, aka fashion Toast. Neely is exactly what can be described as fashion blogger, certainly one of a fresh strain of self-styled commentators who search on the internet to see the entire world whatever they think.

She's around 35,000 people taking a look at her blog on a daily basis, hanging on her behalf every word, taking her advice on everything from clothes to corn tea.

Neely has advertising from heavy-hitters like American Apparel and The Gap to be with her site. She travels to fashion weeks all over the world, including New Zealand's.

You could dismiss Neely, quite easily. She, like many bloggers, isn't particularly skilled at the writing side of things, but she is very pretty, and her boyfriend, Colin Oskol, takes lovely photos of her in several poses, in a variety of outfits.

People bemoan her - she's self-involved, vapid. But say what you will, as well as many other bloggers, she wields lots of power.

It is not a stretch to express that Neely along with the growing army of lookbook fashion bloggers of which jane is part - for example locals Isaac Hindin-Miller and Emma Gleason - have changed the face area of the profession.

"New Zealand fashion Week has even more of a global reach due to the internet," says Zoe Walker, fashion writer for your Herald's Viva magazine. "A girl from London isn't planning to read my NZFW coverage, but she may read my summary of the big event for Grazia Daily. It's really a lot easier for local brands to travel international now."

Walker, who works across both print an internet-based media for that Herald, as well as writing her own blog, believes how the internet has definitely contributed towards the rising cycle of lookbook fashion and need for it.

"Online buzz may be the easiest, cheapest and many efficient way to construct a culture around a brand, if that's what are the designer wants. But I'm not sure if local designers are yet to offer the follow-through to match that demand and buzz.

"As soon as year lookbooks and campaigns are freed, they may be blogged and Tweeted to death, but as soon as the clothes are in reality available to purchase, you have to ask whether individuals are still interested or they have shifted to a higher campaign?"

by Necok Lee

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