Fashion Bloggers x Coach


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Photo: Coach

Bloggers have officially become the new “it” players in the media industry. Fashion bloggers have gone from being considered would-be journalists to being featured in the pages of Vogue, sitting front row at fashion week, and now a select few have even been selected to design for megabrand Coach. The U.S accessories brand has chosen a group of bloggers to design a limited edition collection of handbags available for pre-order May 19th. Karla Deras of Karla’s Closet, Kelly Framel of The Glamourai, Emily Schuman of Cupcakes and Cashmere, and Krystal Simpson of What Is Reality Anyway were all selected to design the collection, retailing from $398 to $498.

Fashion bloggers have been thrown everything from free jeans to party invites in order to garner more positive press for brands. But this collaboration takes the relationship between blogs and brands to a new level. Coach is now hiring and promoting bloggers in exchange for coverage, which is sure to generate an uptick in sales. The problem with this type of collaboration is that it would never occur with journalists in more established fashion media. Would Suzy Menkes design handbags for Lanvin? Would we be okay with it? It raises several questions about the legitimacy of blogging as fashion journalism. In this case, considering the content of the selected blogs, the collaboration makes perfect sense for Coach. After all, who better to design covetous accessories than the girls that write about coveting accessories?

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