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Fashion is Us! - The Power of Fashion Bloggers

October 24, 2016

Blogs and social networks such as Instagram and Facebook have changed the way the fashion industry operates. Now young fashion bloggers are snapping at the heels of the editors-in-chief of “Vogue” and “Elle.”

https://p.dw.com/p/2Qbqc
Stylist Veronica Heilbrunner and fashion buyer Justin O'Shea are THE couple in the fashion scene.
23.06.2016 DW Doku Wir sind Fashion 3
“Jane Wayne” from Berlin is one of Germany’s most successful fashion blogs.

Today, editors-in-chief from the glossy magazines and young fashion bloggers share the first rows at fashion shows.  The bloggers have become major players in the so-called “rag trade.” Clicks, likes and followers are the new yardstick of popularity, influence and effective advertising and can mean success or failure in the billion-dollar fashion business. How are the traditional media coming to terms with the changes? What effect do assembly line values have on the exclusivity of fashion? Is it still a powerful testimony of zeitgeist or just pure consumption?

The Stars of the Scene
The documentary “We are Fashion!” takes a look into the glittering world of fashion, where fast-moving trends define the market. Among others, we talk to  fashion blogger Scott Schuman; Olivier Zahm, founder of the magazine “Purple Fashion;” manager Justin O'Shea; editor Veronika Heilbrunner;  German “Vogue” editor-in-chief Christiane Arp; and Nike van Dinther and Sarah Gottschalk, two young Berliners who run one of the most successful fashion blogs in Germany.

 

Broadcasting Hours: 

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