Stockholm Streetstyle's Caroline Blomst on the Street Style Hierarchy, and How the Fashion Week Scene Has Gotten 'Crazy'

Read on to find out what Stockholm Streetstyle's Caroline Blomst had to say on everything from the "crazy" street style scene during fashion week, how editors are beginning to dress down to evade the cameras, and why new street style photographers have trouble breaking into the "hierarchy."
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Read on to find out what Stockholm Streetstyle's Caroline Blomst had to say on everything from the "crazy" street style scene during fashion week, how editors are beginning to dress down to evade the cameras, and why new street style photographers have trouble breaking into the "hierarchy."
Caroline Blomst during her visit to Australia earlier this year

Caroline Blomst during her visit to Australia earlier this year

A few months ago, we caught up with the dynamic duo (and real-life couple) behind one of the first successful (and perennial favorite) street style blogs, Stockholm Streetstyle. Since founding the site in 2005, Caroline Blomst's and Daniel Troyse's stars have quickly risen--in fact, Blomst told us that the site's popularity grew so fast that it went from a hobby to full-time job in just six months.

Obviously a lot has changed since the two first started blogging (particularly in the world of street style) so we had to know their take on it all--especially as fashion week's street style frenzy is in full swing.

Read on to find out what Blomst had to say on everything from the "crazy" street style scene during fashion week, how editors are beginning to dress down to evade the cameras, and why new street style photographers have trouble breaking into the "hierarchy."

What was the scene like [when you first started attending international fashion weeks in 2008] as a street style photographer? It was really nice! There were hardly any street style photographers. I wish it could still be like that.

What is it like now? It is crazy. Maybe then there were five or six main photographers, now there are hundreds. There weren’t so many bloggers back then. Maybe BryanBoy and a few others. We had full access; it was so convenient. I think now the [subjects] have changed too; people know that there are photographers from around the world coming, so they hang around outside the shows.

Is there a hierarchy? How does it work among the various photographers? Well, we know most of the people street-styling. Within this group, we all know where to stand. We work together, so nobody is standing on the opposite side, obviously. There is a nice flow. When someone new comes in, it is hard for them. They don’t know what to do. You kind of teach them, but at the same time, you don’t want more people in. The paparazzi are closer to the area; they are different and do their own thing. They are after a shot of Katy Perry; we aren’t.

What is your relationship like with the various editors and models? It is definitely a ‘hi’ basis. Many of them know us by now. Many people don’t know who they should take a photo with and who they shouldn’t, because there are so many photographers to keep track of. I mean, I would be confused if I was them! But most people know now that we are from Stockholm Streetstyle.

Stockholm Streetstyle has captured Anna Della Russo many times over the years

Stockholm Streetstyle has captured Anna Della Russo many times over the years

Do you think people dress differently now when attending fashion shows since they might get photographed? I think it is changing now more toward not dressing up. Some always dress up, like Anna Della Russo. Some people are trying to dress down now because they don’t have the time or energy to stop for photographers. They just wear black, and slip right by us. Or they wear the same jacket all four weeks. We see this change happening.

Are most people receptive to getting their picture taken? They are more stressed about getting to the next show, not annoyed with us. Most of them enjoy it, and if they have the time they stop for a photo then they do. We stand further away from all the crowds, so we have the better background. So, often the editors are tired of stopping by the time they reach us.

What do you think about the controversy about bloggers revealing when they have received gifts? You can usually see when someone is being bought. I think it comes down to credibility. I want good credibility, so I don’t do that. Readers are savvy and can tell. I think it is more the personal style bloggers that get the free things, and you can often track their change over the years from when they became famous. Sometimes they change their style based on what brands give them things, and I think it is a downward spiral.

You've become street style fodder yourself and you're always on the road. How do you deal with dressing cute while you're traveling so much? Fifty percent of the time [I'm traveling] and I like to pack very light. I came to Australia with 17 kilos and packed for three seasons and four cities: Milan, Paris, Melbourne, Sydney. I don’t dress up for my job though, because if I am [dressed up] then people will want to shoot me, but I want to shoot them. When I am home in Stockholm I’ll dress up and have fun with it, but not on the road.

How are your images different than other streetstyle bloggers? Better quality. Better backdrop. We really think about everything. Daniel studied photography, and he taught me everything I know. I am more into inspirational photos, not the necessarily best photography. I think we make a good combo.

What advice would you give aspiring bloggers? You need to do it because you love it. If you do it for image or money, people can tell. I don’t want to read my blog in another blog, so you really have to generate your own content. You can borrow other stuff sometimes, but you must also be creative.