August 20 2014

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Lucky In L.A.


“Bloggers have changed the fashion industry.” So opined Lucky editor in chief Brandon Holley, and that’s the guiding wisdom behind her magazine’s FABB Fashion and Beauty Blogger conference. The third annual conference took place yesterday, but for the first time, Holley chose L.A. as its home. “There’s a really neat intersection between fashion, bloggers, and celebrity; L.A. is kind of the center,” she explained. Proving her point were the the panelists set to speak: L.A.-based bloggers including WhoWhatWear’s Katherine Power and HelloGiggles’ Sophia Rossi; online-savvy celebrities like Jessica Alba (pictured), Cat Deeley, and Elizabeth Banks; fashion businesspeople like J Brand’s Jeff Rudes; and Hollywood insiders such as Mad Men costume designer Janie Bryant and Easy A screenwriter Will Gluck.

How did the day’s speakers see the change that blogs have wrought? Celebrity stylist-turned-A.L.C. designer Andrea Lieberman suggested that they’ve brought the stars down-to-earth—and in so doing, made them relatable to millions. Casual shots of celebrities on their off-hours, tirelessly chronicled by celeb-focused blogs, have “as much of an impact on fashion and style and image as the red carpet does.”

Power, who spoke on the day’s “What Can Hollywood Teach Fashion?” panel, noted that the influence of the paparazzi shot really took root in 2004, when John Galliano sent Olsen twin doppelgangers down his runway and started a movement. The industry and its digital imprint have been evolving ever since—and the more voices included, the better. “There’s a lot of opinions now,” said Zac Posen, who gave the event’s opening remarks. “I love newspapers and I love magazines. But I love also the sharing of information and history, and history now starts online.” With more opinions come more options, but that’s the kind of possibility that galvanized many panelists, like Jessica Alba, who recently co-launched The Honest Company, her eco-friendly line of baby goods, online. “You never have time off and you’re always thinking about where to expand,” she said. “The more people say ‘no,’ the more you’re forced to hone in on your vision.”

Photo: Donato Sardella

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