For the seventh season running, Tumblr is sending a group of bloggers — seven this time — to cover New York Fashion Week, which kicks off officially on Thursday.
All seven are first-time participants in the program, which will secure them invites to shows, parties and to more exclusive opportunities — in the past, that has included dinners and backstage time with various designers — to be used as material for their blogs. All of the bloggers are based in the NYC metro area, and most have not been to fashion week before, a spokesperson for Tumblr says.
Tumblr’s fashion week program originally started in February 2011 — a Herculean effort that included 20 bloggers, many flown from outside of New York and put up in hotels at Tumblr’s expense. The program provided a lot of visibility to that original class of bloggers, which included Jessica Quirk of What I Wore, who not long after published a book based on her blog; John Jannuzzi, recently named senior digital editor at GQ; and Jamie Beck and Kevin Burg of cinemagraph fame, who have since that time landed notable campaigns with the likes of Tiffany & Co. and the Lincoln Motor Co.
Tumblr’s program took a stumble the next season when the blogging platform demanded what were perceived as ridiculous sums to host the bloggers at a party or advertise on their blogs. Tumblr’s then-fashion director left the company shortly thereafter.
Today, under Tumblr fashion evangelist Valentine Uhovski, the program is much more modest — usually around six bloggers per season, all locals — and therefore more intimate and manageable. The focus, too, is now on giving access to more emerging bloggers, rather than the platform’s more established contributors, who are able to facilitate their own access these days. The hope is that every new class will establish relationships that will lead to further collaborations after fashion week has ended.
Without further ado, the seven bloggers Tumblr is sending to fashion week.