Eva Chen Put 3 Fashion Bloggers on the Cover of Lucky
Photo: Lucky
The fight for magazine covers has traditionally been fought between Hollywood actresses and fashion’s favorite supermodels. But this month, Lucky’s thrown a wrench into the game. Three fashion bloggers—Chiara Ferragni of The Blonde Salad, Nicole Warne of Gary Pepper Girl, and Zanita Whittington of Zanita Zanita—cover the shopping magazine.
Lucky dubs the three superstar bloggers, who posed in Paris for photographer Todd Cole, “Fashion’s Digital Superstars.” They write: “Now, bloggers can just as easily be tastemakers—it’s no longer uncommon at shows to see editors seated alongside bloggers who just a few years ago saw fashion as a mere hobby rather than a full-fledged career.”
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True, but that’s not exactly news. The biggest breakthrough for fashion bloggers came in 2009, when Dolce & Gabbana put Garance Dore, BryanBoy, Scott Schuman, and Tommy Ton in their front row, right next to Anna Wintour. Since then, it’s not inaccurate to say that bloggers rule the fashion industry. Leandra Medine of the Man Repeller has collaborated with just about every major designer. Rumi Neely of FashionToast, appeared in ads for Forever21, designed a capsule collection for Dannijo’s jewelry line, and now has her own clothing collection. And no front row is complete without Bryan Gray Yambao of BryanBoy.
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What is new is the massive, prolific, and profitable influence these three bloggers in particular wield, both in and out of the industry. They have nearly 5 million Instagram followers combined, not to mention various websites, blogs, and other social accounts promoting their various projects. When WWD profiled Ferragni late last year, they said she was on track to bring in $8 million worth of revenue in 2014, more than some small fashion brands!
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Anna Wintour made headlines for putting an actress on the cover ofVogue back when models were de rigueur, and it feels like a safe bet to assume that Eva Chen, Lucky’s editor-in-chief, will go down in history for breaking a new boundary. Chen’s been championing street-style and social media long before her fellow print editors jumped on the digital bandwagon, so if anyone has the power to say, “Hey! The blogger bubble isn’t anywhere close to bursting,” it’s she.
