When Brandon Holley took over as EIC at Lucky, everyone assumed that she would infuse some of her recent online publishing experience at Yahoo! Shine into the ten-year-old magazine. She told us at the Lucky Shops event back in November that she would be incorporating bloggers into the publication, and it appears Lucky has taken the first steps towards this.
In the Editor’s Letter in the February issue, Holley recounts how she had a big staff meeting where everyone from interns to editors were required to bring a list of their favorite fashion blogs. She ruminates about how democratic bloggers’ voices are, how the consumers are becoming the experts. And now, Lucky is launching something called the “Lucky Style Collective--a fashion-and-beauty blog network devoted to those voices.”
It’s unclear exactly what this will look like, but the mag is kicking it off with a semi-annual Lucky Fashion and Beauty Blog Conference in NYC to correspond with NYFW this February. Blog experts, photographers, and Lucky’s editors and staff will be on hand to offer words of wisdom and practical advice. Holley also wrote: “And we’ll have a slew of cool kids on hand to teach you how to neglect the rules of proper punctuation so you sound like a real blogger.” (Um, we won’t comment on that one.) Check out luckymag.com/blogconference or the Twitter account @luckyblogconference (though as of this morning, neither one seems to be operational.)
The February issue is blog-heavy, too---well, relatively speaking. Besides a handful that get a shout out in the Editor’s Letter (Anna Dello Russo; Color-Collective; My Mom, The Style Icon, etc.), profiles of bloggers are sprinkled throughout the issue.
Chelsea Fairless, of I Love Cat Party, will be guest-blogging on LuckyMag.com from January 10-14. And Emily Weiss, former Teen Vogue intern (with an occasional cameo on The Hills), and current assistant to Vogue contributing editor Elissa Santisi, gets a full page spread for her Into the Gloss beauty blog, which is simple, gorgeous and insidery.
Brandon Holley will likely get criticism from bloggers and the mainstream fashion press alike as she attempts to meld the new with the established, but kudos to her for trying.