J.Crew is solidifying bloggers and street style photographers as at the forefront of “tastemaking” in fashion. Recently, fashion photog power couple Scott Schuman and Garance Doré (recently recognized by the CFDA for their street style photography), were enlisted by the brand to travel around the world and document up-and-coming forces in style for their latest “Hello World” project, designed to reach out to a more international market. Among the tastemakers donning J.Crew pieces in their photographs are blogger and photographer Berta Bernad and blogger and boutique owner Hilary Tsui, making the writers and photographers the “models” in the campaign.
“We’re looking to make a real personal connection, not just splash ads all over the place,” J. Crew president and creative director Jenna Lyons recently explained to WWD. “We’re not talking about us so much. We wanted a different level of honesty and integrity. It’s more humble.”
Typical to a blogging-style, J.Crew's campaign includes videos, interviews, and pictures that delve into each tastemaker. Lyons also commented on the choice of Schuman and Doré spearheading the project, since they “had an incredible impact on style and fashion, inspiring people everywhere.”
Bloggers are infiltrating fashion campaigns on a large scale corporate level, from Rumi Neely modeling for Forever 21 to the TJ Maxx's Maxxinistas campaign featuring bloggers in television advertisements. How do you feel about bloggers overriding professional models and major fashion magazine editors in advertisement campaigns and fashion marketing? Do you believe the general public views Scott Schuman and Garance Doré as more “humble” in fashion?
[Image credit: Refinery29]