FEATURE

The disruptive power of fashion bloggers

Note to bloggers who change head-to-toe paid-to-wear outfits every hour: please stop. Find another business. You are heralding the death of style

The above words were said by Sally Singer, Vogue Creative Digital director in the year 2016. It was an indirect way of acknowledging the disruptive force fashion bloggers had brought into the exclusive Fashion Industry. Four years later Fashion bloggers have refused to fade back into oblivion but have grown into a million-dollar industry instead, with some bloggers pocketing £33 000 per Instagram post.

Fashion bloggers have been a great example of how a pass time can easily turn into a lucrative venture. From a simple urge to share their everyday glamorous look and unique style, many have now built thriving careers. How did this come to be? What makes fashion bloggers thrive?

The Fashion industry was highly exclusive reserved for a few successful individuals who would normally grace the fashion week shows, inviting selected journalists to cover and share about their brand. It was difficult for new designers to challenge the Michael Kors because of experience, reputation and marketing budgets. Fashion magazines were the thing that further gave a brand the endorsement it wore protectively against newbies. This all changed with the emergency of fashion bloggers.

Fashion bloggers came in as consumer-oriented individuals whose voice was relatable and easy to trust for the ordinary consumer. Of course, the consumer found it easy to trust the other consumer than the brand that would say only nice things to get a sale. Thus began the revolution of individuals who had low-cost budgets but a very high number of social media followers we now call influencers today. Most fashion bloggers thrive not from being fashion experts but because their word is authentic and shared from a user experience’s side

People are hungry for real inspiration, and we want you to see that we’re wearing clothes that we can afford and most importantly that you can relate (to) with our personality.”

hERMON AND hERODA

Emerging designers have further propelled fashion bloggers as these present a low cost but effective way of breaking into the fashion industry. It takes a blogger’s endorsement to become a force in style and glamour. It’s not about how consumers see your brand but if they will leave the chair to actually buy the look. Who motivates better than a chic influencer blogger whose style is followed by many on social media!

Fashion bloggers soon began competing with traditional magazines. They have become the models for fashion brands, wearing sponsored styles and tweeting about “the look”. Fashion bloggers now get front seats at fashion week shows because they represent the consumer, as the trendsetter whose opinion has the power to make or break a brand. All this has meant traditional media like vogue have found new competition hence the bitter spill in the opening words.

How do Fashion Bloggers Make money?

Fashion bloggers are paid to tweet or Instagram about a brand. They are paid to wear a certain style and do a blog post review. Many fashion magazines are now hiring fashion bloggers as columnist to write articles. Designers these days will pay to have fashion bloggers to cover their events, walk the runway and blog about it to their blog followers.

With all these sources of income perhaps the biggest gain for fashion bloggers is that some have broken out to start their own clothing lines setting up online stores right there on their blog. After all they already had the customers.

10 African Fashion Bloggers for your style muse

Ornella Kondo

Congolese Ottawa based Ornella describes her style as chic and class. She showcases her personal styling and fashion on her Instagram and blog Ornella gets inspiration from her favorite style icon, Solange Knowles.

Vanessa Chilimanzi

If you want to dress like the rich wives yet staying on a budget this Zimbabwean blogger is for you. Inspired by her love for fashion Vanessa shares her awesome comfortable style. On her blog you will also find some blogging advice. You can also check her on Instagram and Youtube

Sergio InesWhat my boyfriend wore

It all started with his girlfriend who was in the habit of capturing and documenting each of his day to day outfits. What my boyfriend Wore is now a big brand showcasing style for everyone who dreams of dressing classy and gentlemanly. Got a man you want to dress? Check out this South African’s Instagram,Twitter and Blog

Stephy Lately

A lifestyle enthusiast Zambian blogger Stephanie is behind the inspiring brand stephylately.com where she shares her personal style, blogging tutorials and branding tips. You can check out her daily outfits on her Instagram page

Mohcine Aoki

Mohcine Harris affectionately known as Mohcine Aoki is a master of street fashion for men. Hailing from Morocco he is not afraid to take a picture walking between market stalls because his fashion sense always stands out. Check out His Instagram and blog.

Signature Toscie

Zimbabwe’s style and glamour girl grew up wanting to be a DJ or model but found herself fascinated by fashion . If you are looking for some marvelous sleek fashion check out her Instagram. You can also learn about Tendai on this interview

More Gracca

Gracia K Senga is a Congolese fashion and lifestyle blogger who does not shy away from dabbling between western type of clothing and draping the African color print cloth. Her blog is so full of inspiration from following her personal style to checking out her Monday Male Feature a series she uses to follow male fashion trends. Follow her on Instagram

Ian Mussilli

Ian Mussilli is a Kenyan fashion blogger who has a great eye and taste for both fashion and style as he feels there is a certain way a man should present himself. He is a Fashion Consultant, Personal Stylist, Entrepreneur and above all a believer in the saying, “Fashion fades but style is eternal”. Check out his blog and Instagram

Hermon and Heroda of Being Her

Hermon and Heroda are Eritrean twins whose loss of hearing at the age of seven seems to have heightened their other senses as can be seen when you go through their blog and Instagram. Their fashion style is so full of color and joy.

Miss Kymmiee

Tanzanian style blogger Miss Kymmie is inspired by street fashion. She describes her style as elegant. Her blog is “an online destination and a place for inspiration for people in their late teens, all through your 20’s & Early 30’s both ladies & gentlemen around the world. Who wants an insight from a Fashion Blogger sharing Style Tips on a Budget” Check her Instagram

Fashion Is what you buy, Style is how you wear it.

There are so many African Fashion Bloggers in the afrobloggers verse, these are just a few to get you a glimpse of how these creatives are shaping the Fashion Industry. Are you an African Fashion blogger or maybe you know one? Please share a link in the comments section so that readers can check you out.

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