For the past six seasons, Tumblr--the preferred blogging platform of fashion--has, in some way, shape or form, been involved with New York Fashion Week. After hitting a bump a few seasons ago, they're revamping their whole approach for the upcoming shows.
Today, Tumblr--home of gifs, memes, and NSFW photos--joins the ranks of corporate America: It's just been bought by Yahoo for $1.1 billion. Besides goofy cat videos and loads (seriously, loads) of porn, Tumblr also hosts one of the most passionate, creative, and irreverent fashion communities out there on the internets. So now the question is: How will that community, which so far has thrived on the free-for-all vibe that prevails at Tumblr, be affected by the new acquisition?
Tumblr, the image-heavy platform beloved by top fashion bloggers like Tavi Gevinson and Jessica Quirk (What I Wore), is focusing more of its energy on the fashion industry. In fact, it's sending more than 20 of its bloggers to New York Fashion Week. Participating Tumblrs include What I Wore; Peace, Love, Chanel; SaraZucker.com. About eight hail from New York, but the rest will be flown in for the nine-day event. They'll receive complimentary flights, accommodation, and will be whisked off to lunches, dinners, and cocktails with a roster of to-be-confirmed brands and designers. And of course they'll receive access to several New York Fashion Week shows, says Rich Tong, Tumblr's newly-annointed fashion director. (Specific shows are also yet-to-be confirmed.) They'll also be attending the the Independent Fashion Bloggers' conference, the Bloglovin awards, and an end-of-week party. To make the bloggers' coverage of events and shows even more visible, Tumblr will host a real-time feed of their content at Tumblr.com/nyfw, mixed in with content from other "media partners."