Jump to Main ContentJump to Primary Navigation
Top

The rise of the Superblogger

cate.jpg
Emily.jpg
poppy.jpg
Sandra.jpg

An exciting new era of blogging is upon us. Meet the people changing the face of the fashion industry

Think blogging is old news? Its explosion may be over but there are a few power players standing in the rubble. By merging online and offline worlds, they’re building brands to rival celebrities.

Take stylish Swede Elin Kling, 29, whose blog Style By Kling has an army of fans. Her latest venture, a collection with Guess by Marciano launching on 1 November, exemplifies how blogs are transforming into lucrative, multidisciplinary businesses. She’s already collaborated with H&M, launched her own magazine and is the face of Hoss Intropia. Her new line for Guess is beautifully tailored and infused with her Scandi cool, showing exactly why these partnerships work.

And she’s not the only one – Bryanboy, whose blog makes £62,000 a year, is now a judge on America’s Next Top Model, while photoblogger Garance Doré writes for Vogue Paris and Jackie Dixon’s blog, Show Me Your Wardrobe, is now a TV series.

Navaz Batliwalla from fashion blog Disneyrollergirl says, “Blogs like Elin’s are huge media machines. They already have a great following, so it’s no surprise that brands are trying to develop the talents of these super-communicators.”

We’ve picked four of the most exciting new generation of bloggers to follow, below...

ABOVE: Poppy Dinsey, 25

Get inspired by real-life looks or upload your outfits. A sartorial social network like no other. wiwt.com

ABOVE: Sandra Hagelstam, 24

Edgy and urban, Sandra’s posts make us want to dress just like her. 5inchandup.blogspot.co.uk

ABOVE: Cate Underwood, 22

Her eye for a whimsical shot makes her blog utterly addictive. cateunderwood.blogspot.co.uk

ABOVE: Emily Weiss, 27

The ex-US Voguette’s cult beauty blog is as chic and polished as you’d imagine. intothegloss.com

Related

Bag Hero.jpg

How to set up an online fashion business

hero.jpg

This season's best winter coats

mywardrobe.jpg

The 30 best bags and shoes

Comments

More

Fashion highlights from the week so far

From the Kardashians to Amal Clooney by Nicola Colyer

12 Feb 2016

25 spring jackets under £100

Come on, sunshine by Anna Pollitt

12 Feb 2016

Beautiful, affordable wedding dresses: Jenny Packham's new collection

From beautiful bridal gowns to delicate lace veils by Sarah Biddlecombe

11 Feb 2016

Plus size models and a 56-year-old star in Sports Illustrated issue

It's a groundbreaking move for the publication by Sarah Biddlecombe

10 Feb 2016

Daily outfit inspiration with our look at the best dressed A-listers

Casual dressing ideas from stylish celebrities by Sarah Biddlecombe

10 Feb 2016

The secret to making high heels comfortable to walk in

There are two simple tricks by Sarah Biddlecombe

08 Feb 2016

Watch Marie Kondo's soothing guide to folding

“It's about love” by Sarah Biddlecombe

05 Feb 2016

Student quits job after shop boss says she’s not “model material”

She had modelled for the store's Instagram page by Charlotte Duck

05 Feb 2016

Meet the "Hijarbie" Barbie making waves in the fashion world

The latest Instagram star by Sarah Biddlecombe

04 Feb 2016

Valentine's Day gift guide: ideas for you, your lover or a friend

Objects of affection by Anna Pollitt

04 Feb 2016