The Inevitable Soap Opera About Fashion Blogging Is Here

Lookbook.nu, a successful five-year-old fashion blogging platform perhaps best known for its users' hipster/indie aesthetic, has launched a scripted drama about the seedy (yes, seedy) world of personal style blogging. And...it might be my new favorite thing.
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Dhani Mau
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Lookbook.nu, a successful five-year-old fashion blogging platform perhaps best known for its users' hipster/indie aesthetic, has launched a scripted drama about the seedy (yes, seedy) world of personal style blogging. And...it might be my new favorite thing.
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Web series are all the rage lately--even Hearst and Condé Nast have thrown their hats into the online programming ring. But while most fashion-related online video content is service-y and unscripted, one popular site has gone in a completely different, hilarious (if unintentionally) direction.

Lookbook.nu, a successful five-year-old fashion blogging platform perhaps best known for its users' hipster/indie aesthetic, has launched a scripted drama about the seedy (yes, seedy) world of personal style blogging. And...it might be my new favorite thing.

Lookbook: The Series starts off Lifetime movie-style with a pretty young girl moving to Los Angeles by herself to live with her seemingly estranged brother. Straight off the bus, she encounters an attractive, charming, straight street style photographer because apparently they're straight and hanging out outside bus stations now. The photographer keeps getting texts from this other fashion blogger Cleo, who we later see checking out a Rocco bag Alexander Wang had just sent her. She apparently lives in a whole apartment full of bloggers--later we see a girl walk in on her boyfriend with another man and it turns out the whole situation was manipulated so that one would have material for his blog.

It's absolute trash but I kind of love it. According to The Hollywood Reporter, sponsorship and product placement come courtesy of brands like Dolce Vita, Doc Martens, Victoria's Secret, Coach, Mango and BCBG. Popular 20-year-old Lust for Life blogger Olivia Lopez styled all nine episodes.

“When I was doing research, I found that the relationship between a blogger and their photographer is really intimate, even if it hasn’t been consummated,” Bernie Su, co-creator of the series, told THR. He began his research at the blogger-filled Magic tradeshow in Las Vegas. “So we took that story and presented it in a narrative TV format then juxtaposed the competitiveness. They’re fighting for the same eyeballs. And there’s a seedy manipulation and sabotage between the bloggers." He added, "We put Gossip Girl, Cruel Intentions and The Devil Wears Prada in a salad bowl and mixed it."

If that sounds like pretty much the best salad in existence, it kind of is. You can watch the first episode here.