Gently priced, self-described “indie” clothing site Modcloth is selling a dress called the “blog writer dress.” It is an off white star-print baby-doll dress with a pinafore-type smock that retails for $131.99. There’s a stereotype about bloggers that they are slovenly and perma-pajama-ed and stuck in the middle of a macbook-and-couch sandwich. Feeding into that stereotype, Modcloth’s “blog writer dress” looks like a nightgown. For an eight-year-old.
I blog and I edit a blog and I don’t dress like this. Nor do any of my friends who edit and write online. The Gloss took an informal poll of some lady bloggers only to find out that they, too, did not wear, as Triangle Music‘s Valerie Marino calls it, “hipster muumuus,” to work.
But wait, there’s more. Modcloth’s lengthy description of the “blog writer dress”:
“As a full-time blog writer, you know that there’s no reason to sacrifice ease in the name of style when you’re swanning around for hours with your laptop in tow. This loose-fitting babydoll dress makes a perfect match of both with its functional button front, cuffed short sleeves, and dark grey trim. A star-like pattern adds to its charm, as do its useful pockets. Transition from typing at home to meeting up with your readers for cupcakes by adding a fitted blazer, grey tights and a high, sturdy pair of heels, and you’ll be feeling both comfortable and confident as you chat the night away.”
Modcloth copywriter, come to work with me for a day. I go into an office. I don’t “swan” around, and I occasionally I like to wear body conscious dresses instead of hiding my frame in a burlap sack, er, dress. Also? I don’t meet up with my readers for cupcakes.
Not to pigeonhole blog writers, Modcloth also sells a “blog editor” dress. So maybe this description will sum me up better?
“When you’re in the office tracking down deadlines from your writers, you need a dress that’s absolutely comfortable, commanding, and as chic as the styles you feature on your website. The black color of this frock and the structure of its subtley padded shoulders show that you mean business, while the unexpected cutouts on the back of this otherwise simple and sleek, little black dress, along with the fitted cut, portray an expertise in executing a totally on-trend ensemble that will demand respect. And when hunting down a lost article keeps you at your computer well past regular business hours, you’ll appreciate the super soft, flexible composition. Piece it together with black zip-up ankle boots and a few choice accessories for a look as well-composed as the copy you publish in your posts!”
Wrong again. I don’t think anyone should wear a dress that short to work, even if your place of work is a website. A dress with cutouts usually is usually meant for business conducted on the street, not behind a computer screen on wordpress.
But this is all in good fun. Modcloth’s descriptions are actually pretty impressive, and beg the question: Does this mean Modcloth is the new J.Peterman catalogue for hipster millenials? Paging Elaine Benes.