Online fashion journalism: the beginning

Fashion has always been an incredibly elite genre of journalism. Fashion publications such as Vogue, Elle and Harper’s Bazaar were (and still are) costly glossy magazines catered to entice a readership that is a slight caliber above the general public. Basically, rich and posh people. But (thankfully) this is no more! But who do we have to thank for this? THE INTERNET OF COURSE! Thanks to the internet anyone and everyone now has the means needed to access the joys of fashion journalism with just the click of a button! But, when did it all begin?

i.D website

Back in 1995, that’s when. 1995 may seem like a long time ago to some, or like yesterday to others, but that’s when fashion made it’s internet debut. The first fashion website “Fashion Net” was launched, and is still running today making it the world’s number 1 hub for fashion. American Mall and French Elle soon followed the trend until almost every fashion mag had an online presence.

In 1996, online fashion journalism made (yet another) breakthrough- but this one went so much more beyond the realms of print journalism. Time and time again, each and every one of us has watched Fashion Week online wishing to go, and envying those who have, but there was a time when you couldn’t even watch online. This was before 1996. The first LIVE fashion webcast was in ‘96 produced by Fashion Live, and of course, it was the Yves Saint Laurent runway show! Live video was something that the fashion industry had never seen before and being before the invention of YouTube (2005) this was quite the breakthrough. Now, in 2016, live streaming of the runways of Fashion Weeks around the world is a commonly used feature and can even be accessed via apps such as Snapchat and Instagram.

While video captured the eyes of many fashion lovers, photos often do the same- this is why photojournalism is so valued in the fashion world. When fashion magazines first came out they were packed with illustrations which captured the essence of the styles of the time. It was around the 1930’s when magazines began to use photos for their images and covers. Now, in the world of the internet, bloggers are using photos as the main bulk of their journalism all the time; from lookbooks to hauls to outfit inspiration. The most common use of photojournalism is to inspire street style. Street style is “fashion that is considered to have emerged not from studios, but from the grassroots. Street fashion is generally associated with youth culture, and is most often seen in major urban centers.” (Wikipedia). Bloggers photograph people in the street and other bloggers to highlight their outfit with the goal to inspire their readers to dress like this and because it isn’t a full Gucci get up (with YSL accessories) people can!

But why would people listen to bloggers? Bloggers are just random people who think they know what fashion is, surely people don’t actually pay attention to them, right? Wrong. Bloggers are arguably some of the most famous fashion stylists and icons across the globe! 

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