PARIS--Tavi and Jane may be stars, but in some areas of the world, it's not so easy to be young and prolific online. Take France for example: Here, most adult bloggers still struggle to be taken seriously. The third anniversary issue of online magazine Dirrty Glam--complete with a new advertising partnership with Y-3--proves youngsters with a fashion eye can be accepted into La Mode. Also known as DG, the Paris-based fashion publication is entirely run by 17 to 20(ish) year olds, created in 2007 by then-18 year old Alie Suvelor and her mighty underage gang. After shooting the likes of Kirsten Dunst, Sienna Miller and Pete Doherty, the publication now has worldwide correspondents and around a million users a month in 15 different countries. Suvelor talked to Fashionista about her three Fs: Fashion, Fame and France, bien sur.
Fashionista.com: How long have you had advertising for? Is it enough to keep the magazine going? Alie Suvelor: We’ve had advertising since last year, but mostly on the blog. Y-3 is our first contract for the actual magazine. Until now, we haven’t been able to spend much on the magazine, but a regular income will allow us to do more with it. Can you tell us more about your partnership with Y-3? They contacted us because they were interested in advertising on our blog. We had to explain to them that Dirrty Glam is not a blog but a magazine: They seemed even more interested. I think they wanted to work with us because we address their ideal target: 17-25 year olds who follow fashion but aren’t too much into luxury. Starting from February, Y-3 will have a video clip on our home page and a double-page spread within the first pages of the magazine. Do you feel you are taken less seriously because of your age? Actually, we’ve never had any negative remarks. People are just surprised, even impressed, once they find out how old we are on average. What sets you apart from other French bloggers? We’re an online magazine, not a blog! That’s been tough to explain to people since we launched a blog in parallel to the magazine! We’re not a Webzine either; we borrow the codes of traditional print fashion press and use them in an online format. Do you think you can have an impact of the world of fashion, and how so? Yes, I think we can, because it can be inspirational to see a group of young people with an interest in fashion seriously taking a project into their own hands. While fashion blogs are interesting, [most] offer a totally different vision of the industry (such as posting one’s outfits) than we do. We have in-depth research and trend analysis, we interview designers, etc. Do you feel like you're talking to a young audience, or rather an ageless fashion readership? At the start, we wanted to address a fashion audience, but as the magazine grew, so did we, and so did the culture of fashion, which is slowly becoming more accessible to a wider audience. Why do you think that bloggers, especially underage bloggers, are taken less seriously in France than in the US? There are respected adult bloggers, such as Garance Doré or Café Mode, who have made a name for themselves in fashion. I know there is a general impression that France doesn't have many bloggers, but I’m not sure that’s the case. I think it could be the opposite: There are too many American bloggers! --ALICE PFEIFFER