October 30, 2012

Urban’s latest book of the month ‘Style Feed’ is a handpicked encyclopedia of the coolest and most influential bloggers in the industry. Complied by accomplished Fashion Journalist William Oliver and super blogger Susie Bubble, we picked Oliver’s brains on bloggers changing role within the fashion industry.

How did you decide which blogs to include in Style feed?
Ultimately it was about representing a very varied landscape, but always trying to focus on innovators. Whether that was through their own personal take, a creatively new aesthetic, reach and audience, the building of their own brand or what people were focused on, it was important to highlight those doing something different and unique. There are a lot of people blogging, the book was never meant to be a definitive guide, more just a series of hopefully interesting insights.

How do you think bloggers roles are changing within fashion?
Bloggers have created their own roles and each of their ways of communicating with an audience is different, so I think those roles are very much still evolving. I think there was definitely a period where the industry itself’s role may have changed, in regards to bloggers, but again I think the relationship is one which is still being defined. To be honest, I think it will continue to be fluid and in a lot of ways that is the reason it has had and will continue to have such an impact.

What do you think of the current collaborations between blogger and brands?
Brands have always used ambassadors in order to communicate their ideals and ‘world’ to an audience wider than the reach of advertising. That as a concept isn’t anything particularly new. The fact that brands are now willing to collaborate with bloggers is testament to their reach and that in itself is quite surprising. It was pretty much inconceivable 10 years ago, even 5 years ago, but the attitudes to the internet itself and its community have changed dramatically. Although this is stating the obvious, you have to take it into account as blogging is such an incredibly new platform. Also, as we set out to profile with Style Feed, blogging is ultimately an experimental tool that people are using to be incredibly creative. That is something that brands should and do want to be attached to and it gives bloggers a chance to do something really interesting or equally, something lucrative. In both cases it hopefully provides something unique for the consumer. Everyone involved gains.

What is your greatest fear?
Being bored.

What is your most treasured possession?
A gold ring my mother gave me on my 16th birthday

What would your super power be?
An ability to stay consistently dignified.

Who would you invite to your dream dinner party?
Leonard Cohen, Dolly Parton, Stephen Fry, Mick Jagger, John Waters, Jacques Peretti, Donatella Versace, Wolfgang Tillmans.

What’s the worst job you’ve ever had?
Selling insurance over the phone for Sky TV set top boxes was both soul destroying and morally wrong.

What would be your last meal?
Breakfast at the Wolseley.

What are you listening to right now?
Quarter Turns over a Living Line – RAIME