Magazine article ADWEEK

Digital Is the New Black: Once Considered the Upstarts of Fashion, Digital Natives Get a Seat in the Front Row

Magazine article ADWEEK

Digital Is the New Black: Once Considered the Upstarts of Fashion, Digital Natives Get a Seat in the Front Row

Article excerpt

Scan the most coveted seats of any hot Fashion Week show and you're likely to see a similar mix of characters. There's the fashion editor scowling from behind oversized sunglasses, the smiling celebrity bathed in camera flashes, the department store buyer intently taking notes, the socialite clad in next season's collection and the style blogger posting yet another selfie on Instagram. But over the past several years, a new breed of Fashion Week attendee has been making its way from the standing-room-only sections of New York to the front rows of Paris: the up-and-comers of digital fashion news.

From Fashionista and BuzzFeed Fashion to PopSugar Fashion and The Cut, a handful of industry-centric news sites have managed to make the transition from upstarts to established players. They're breaking stories (Fashionista, for instance, got the scoop on Donatella Versace's Versus collection), scoring interviews with hot designers and getting invitations to international fashion weeks. In fact, it's the print magazines that are now seeking out the valuable skills of these digital natives. Less than two weeks before the start of the New York shows, Hearst tapped BuzzFeed Fashion's Amy Odell to oversee Cosmopolitan's website, while Fashionista's Leah Chernikoff will be taking the reins at Elle.com.

"The attitude has definitely shifted," said PopSugar fashion and beauty director Melissa Liebling-Goldberg, who was in the process of preparing her agenda for the New York, London and Paris shows. …

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