Fashion bloggers in the front row

Arts & Culture, Fashion — By on March 18, 2014 5:04 PM


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Fashion blogger, Nicole Warne, and designer Michael Lo Sordo. Credit: VAMFF

Melbourne’s biggest event on the fashion calendar, Virgin Australia Melbourne Fashion Festival (VAMFF), kicked off on Monday morning.

The iconic Fashion Festival has undergone a name change with new sponsor Virgin Australia coming on board; it was formerly known as L’Oreal Melbourne Fashion Festival.

The festival will offer runway shows exhibiting Australian designers, business seminars and cultural programs for both the public and media over seven days.

The first image that emerged on social media from the festival was of Australia’s best-known fashion blogger, Nicole Warne, posing as a brand ambassador for designer Michael Lo Sordo and Lavazza coffee.

Nicole Warne is the girl behind fashion blog Gary Pepper, and her blog boasts recent collaborations with high-end fashion brands Louis Vuitton and Lancôme.

Not only does she score front row seats during Fashion Weeks and Festivals, she was the first ever blogger to open a show when she took to the Mercedes-Benz Fashion Week runway in Sydney to open for TALULAH in 2012.

The brand’s designer, Kelli Wharton, explained that she chose Warne as a model because she represented the brand’s spirited, elegant and individual aesthetic.

“She [Warne] is unique, fresh faced and I admire her ability to go out on her own; she has turned blogging into a business,” Ms Wharton said.

“She is one of the leading fashion bloggers here in Australia and to have her represent our brand was a true privilege.”

Wharton went on to explain how fashion blogs and social media have changed the fashion industry.

“They have allowed retailers and brands to have a two-way conversation with their consumers,” Ms Wharton said.

“The fashion world is exciting and filled with characters; it is unique, creative and wonderful – fashion blogs have opened this world further to fashion followers and consumers, upcoming designers, stylists and journalists – and connected everyone over the world.”

This week, fashion bloggers will be lining the front rows at VAMFF –pushing back the editors of traditional mediums such as magazines.

They will be flooding the news feeds of their 100,000 plus fashion-savvy Instagram followers with their street style snaps and runway shots from the Festival.

Adelaide fashion label, Finders Keepers, will be showing for the first time at VAMFF in the Cosmopolitan runway parade this year.

Finders Keepers’ Head Designer Kate Anderson said she “loves the hype and popularity of fashion blogging”.

“Having bloggers wear our clothes has certainly made an impact on our popularity, sales and growth,” Ms Anderson said.

“Bloggers help us promote our brand and are very influential, they are trend setters.

“Blogger gifting is a huge part of our PR strategy, we aim to have strong relationships with our bloggers as they ultimately help sell our products.”

Virgin Australia Melbourne Fashion Festival runs from March 17 – 23.





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