Today, the girl needs more than an outfit, a boyfriend, and a camera. Bloggers need to think about production quality, editorial strategy, and affiliate programs to really gain a foothold on the web. They are more like editors, creating publications worthy of a million-person audience than a few thousand super-fans.
Yet it still comes down to that camera. Nine times out of 10, the bloggers who move merchandise, who get people talking, who attract repeat advertisers, love to strike a pose.
So we say the personal style blogger isn’t going anywhere—-in fact, she’s more powerful than ever.
1. LEANDRA MEDINE, THE MAN REPELLER
With around 2 million 3.7 million pageviews a month, a booming affiliate marketing business and more sponsorships and brand collaborations than pretty much any blogger out there, 24-year-old Leandra Medine dominates the space. And with good reason. Her Anna Dello Russo-meets-Nora Ephron take on fashion blogging is still as fresh as it was when she launched in 2010. Her next challenge? Adding more voices to the site without detracting from her own.
2. BRYAN GREY YAMBAO, BRYAN BOY
People love to hate on Bryan Boy, who hails from the Philippines but calls New York City home. Probably because they’re jealous of his 328,000+ Twitter followers, his cozy deal with CAA, and his gig as a judge on America’s Next Top Model. What the haters fail to see is that his success is unprecedented: He was the first to make a real living out of fashion blogging. And he’s arguably still doing it best.
3. EMILY SCHUMAN, CUPCAKES AND CASHMERE
A mix of DIY, food, and most prominently, fashion, LA-based Emily Schuman’s sincere and friendly approach to fashion blogging has made her the idol of women across the country. Last year, Schuman—-who is repped by Say Media (the same company that sells ads for Fashionista)-—signed a deal with Estee Lauder. She also published her first book in August 2012, which some loyal fans found to be too similar to the content on the blog. (Although she undoubtedly gained thousands of new followers through its promotion.) The site, founded in 2008, also does a bang-up affiliate marketing business.
4. EMILY WEISS, INTO THE GLOSS
Former Vogue assistant Emily Weiss has been impressively tactical about the presentation of her two-year-old beauty site. Not only did she hire the most in-demand digital designer in town—Michael Harper—before the launch, she’s managed to create imagery that feels more editorial and high-brow than anything else being shot for the web. (Even that of what her former employer produces.) While Weiss’ team has grown significantly—most notably, she hired fashion journalist Nick Axelrod as her editorial director last year—she’s still a major attraction. (Starring in Derek Lam’s 10 Crosby look book and a Sephora campaign hasn’t hurt.)
5. SUSIE LAU, STYLE BUBBLE
Susie Lau, aka Susie Bubble, launched Style Bubble in 2006 as an escape during days working at a soulless advertising gig. Seven years later, it’s her main business, affording her the opportunity to work with Gap, Urban Outfitters and H&M on campaigns and special projects. Lau—-who also writes for Elle UK, Dazed Digital and other British pubs—-is best at exposing little-known-designers to her loyal audience. (Which is not easy, given the speed at which information is now distributed.)
6. BLAIR EADIE, ATLANTIC-PACIFIC
Eadie, a former buyer at Gap and Old Navy who relocated to New York last year (to work as a merchandising manager at Tory Burch), doesn’t bother with bells and whistles. Her wildly popular blog, which garners 1.8 million pageviews a month, is straight-up outfit posts showcasing her East-Coast-preppy-meets-California-boho style. So it’s no surprise Eadie is popular with affiliate marketers.
7. AIMEE SONG, SONG OF STYLE
With more than two million pageviews a month, brands love working with Los Angeles-based blogger Aimee Song. She’s worked with Italian high-fashion boutique Luisa Via Roma, Schutz shoes and most recently starred in Botkier’s spring advertising campaign.
Thank you. StreetBeautyChic.