Fashion Week Tips Hat to Blog Site
Landing a single ticket to a New York Fashion Week show is considered a feat for most. But Tumblr, a fast-growing New York-based blogging service, was able to snag 24 passes to each of more than a dozen shows, including big names like Carolina Herrera and Oscar de la Renta.
For Fashion Week, which kicks off Thursday at Lincoln Center, Tumblr is bringing in two dozen of the top fashion bloggers who use its site, putting them up in a hotel and sending them to myriad events, including backstage tours and a rooftop party. The plan is part of a push to raise its own profile and the profiles of its bloggers.
It’s also evidence of its sway. Tumblr’s acceptance by big-name designers is the latest sign of an increasingly cozy relationship between two strange bedfellows: the fashion and technology communities.
Luxury labels, which once shied away from e-commerce for fear of muddying their brands, are now embracing blogging and social-media tools such as Tumblr and Twitter because they provide a direct way to reach fashion-conscious consumers. The invited “Tumblrs,” as the bloggers are called, all have thousands of followers.