KALTBLUT-HONK! 01 Schizoprenia

135
Is classic fashion journalism standing
before its end? A legitimate question
when browsing the web which features
countless blogs on the subject of fashion.
More and more people feel called to
present, illustrate and comment on their
personal taste. One encounters highlycharged
cell phone videos of fashion
shows, ragtag shopping tips, homemade
photo collages, opaque text fragments
and rough-form comments.
The blog really gives everyone the opportunity
to exhibit themselves in the manner of
their choosing. This is precisely the essence
of a blog: self-presentation. Journalistic work
means that one must have the ability to collect,
assess, prepare and present information.
Sometimes, I look at fashion blogs, and find
myself up to my ears in the ego of the author.
I can no longer bare to look at the countless
“daytime looks” featuring an unmotivated,
melancholic girl, unadorned with long hair,
a gray sweater, Marlene trousers and wedge
heel shoes or bearded, narrow-types in skinny
jeans, shirt, straw hat and sunglasses staring
blankly into the camera. I do not care whether
Ricardo, who was obviously not born in Berlin,
is grinning at me on a Berlin-street style blog
in his military jacket.
Why would anyone be interested in photographing
the Parisian pseudo-fashion elite
hanging out at some party? Do I really need to
know which designer piece some petite, gay,
Asian boy thinks is in style? Who are these
people who think that their opinions are interesting
or better yet, simply worth being presented?
When I look precisely at some of the
most successful fashion blogs, which are partially
written by educated, industry professionals,
it becomes clear that some high-powered
fashion houses have commissioned a blog and
maintain it so that they are not lagging behind
the times. Sometimes, young, ambitious people
think that the Internet is the perfect medium
for their creative energies to develop without
restriction. And sometimes, they are journalists
working for print media and using a blog
not as a service but to present themselves as
independent artists.
What is shocking is the amateurism of the
ideas implemented. Often, I expect a confusing
maze on a website. Where do you find
the information? On this button? No! I’m
already tired. Then, this video! Who edited
this? Hasn’t anyone noticed that it’s way too
dark, the sound is unbearable and the host
standing in front of the camera has the presence
of a prune! Poorly written articles and
terrible images which give the feeling that a
blind man surely was at work. There are good
reasons why there are different departments in
a magazine. For the visual appearance of the
magazine, graphic designers and art directors
are responsible. The content is compiled by
the Editorial Department. Authors write good
articles. Photographers produce professional
photospreads. A huge team is responsible for
a perfect product. Often on a blog, one person
attempts to tackle all of these challenges. Fatally,
brands from Louis Vuitton to H&M have
jumped on this train. These companies are
trying to win over bloggers by giving away their
products in the hopes that the brand name or
the product will be mentioned on the blog as
often as possible. Another method is to invite
bloggers to fashion shows and events. Presently,
there are a plethora of unknown bloggers
at major fashion shows sitting next to Fashion
Editors like Anna Wintour and Suzy Menkes.
Seats that previously were only held by print
journalists and editors.
Good thing there is the internet because in case
of an emergency, you can always quickly find
the latest looks that you have not even seen because
someone else was sitting in the front row.●