Last friday the first clothing line from an Icelandic blogger was published. I started to wonder about how much influence the “fashion” bloggers have on the street fashion. The clothing line from Elísabet is sold in popular clothing store in Iceland and there probably a thought out marketing plan in Iceland. But because she is known blogger it is also very easy for her to market and advertise her own clothing line through her blog.
In my research for my thesis I interviewed four Icelandic lifestyle bloggers. One of them studied fashion design a few years ago in the states, but she has not designed any clothing. She told me in the interview that it was in her three year plan to design a clothing line and publish and advertise it using her blog. Her thought was that it is easier to market your design if everybody already recognizes your name.
Last fall a Norwegian blogger got to design a whole line of shoes for Bianco Footwear and that gained attention from Icelandic bloggers, one of which said that she would like to get a similar deal from a big designer like Bianco.
I think there are a lot of bloggers who have a dream of being fashion designers and we will probably be seeing a lot more of it, both on a local and a global scale.