Last week, Ashley Robison, forwarded a post from Zoe London, a beauty blogger who was approached by a beauty brand for fashion week only to be rejected by the very same brand that approached moments after she confirmed she'd love to participate in their campaign. Personally, I think she has a unique look about her, which still qualifies as “beautiful.” But she did raise a good point about blogging success in the fashion and beauty verticals.
Brands like to work with bloggers who fall within the confines of traditional beauty. Magazines like to feature bloggers who seamlessly fit editorially on their pages. Readers like to imagine that beautiful bloggers are “just like them.” Even if the said bloggers aren't so different from models.
I do not want to “beauty shame” anyone. I love looking at photos of beautiful people as much as anyone. A lot of the “beautiful” bloggers are really wonderful people, who also work really hard. Posts with conventionally “beautiful” people get shared more, Pinned more, commented on more. We all respond to beauty more, and we're all guilty of perpetuating beauty standards.
Which brings me to the elephant in the room….
Fashion and beauty blogging used to be about “real people” who related to the “average” person. A person could find a blogger who looked like them, and had a similar lifestyle that was not being communicated in the fashion magazines. But now that fashion and beauty bloggers look more and more like models, and wear luxury clothing like you would see in magazines, why read blogs at all?
Fashion and beauty blogging used to be about “real people” who related to the “average” person.
Niche blogs do exist. People have a way of finding their audiences outside the mainstream. Generally, as a medium, fashion blogs are looking less and less different from fashion magazines. While that can be a very good thing for some bloggers, do we as a community risk losing that special “thing” that made us so successful in the first place?
I don't have any answers here. I just want to open the conversation. Maybe it's too late… But before bloggers make the jump into the mainstream, just take a second to think about what makes us unique.
What makes your blog unique?
[Image source: Zoe London]