The Short, Passionate and Close-Knit History of Personal Style Blogs

Most media histories of style blogging commence their narrative in 2009, at the moment when a select few fashion and personal style bloggers were invited to sit front row at a number of shows on the Spring/Summer Ready-to-Wear ‘Fashion Month’ schedule. Yet that moment, symbolic of the ‘arrival’ of fashion bloggers in the industry (albeit a partial and contested one), was precipitated by years of fashion blogging. This developmental period has not yet been mapped. This article, then, will present a historical narrative tracing the development of personal style blogging through the archive. It will engage with the earliest independent fashion blogs (which predated distinct sub-genres of fashion blogging) to map how they, along with early digital and print media, influenced and led to the emergence of personal style blogging as a distinct sub-genre of the wider fashion blogosphere. I will draw on oral history from bloggers as well as the archives of their (and other) blogs, as well as the digital archive of early fashion websites, online articles and blogposts from current style blogs. I will also draw on prior studies of personal style blogging by Rocamora and Luvaas, among others, as well as work by Lévi-Strauss and Butler, to contextualise this discussion.