Italian Fashion Bloggers: “My floor is red”, interview with Nathalie Maggiori

15 Jun

I’ve already tried and introduce you the topic of Fashion Bloggers in general, now let’s see if we can dig deeper by asking some few questions to a “real” italian fashion blogger, lovely Nathalie Maggiori from My floor is red.

How long have you been keeping your blog? What does its name “My floor is red” mean?

I’ve started my first blog about three years ago writing on the platform of, then I decided to move to and this is where I decided to create “My floor is red”. Where does the title of my blog come from? Probably to my lack of imagination! I had no particular titles for my blog in mind and many of my outfits were, at the beginning, self-made photos shot at home…with my terrible red floor well exposed: that’s how I decided to make something I hated a peculiar attribute of my blog!

What pushed you to the idea of creating a blog? In your mind, you decided to put your focus on fashion from the beginning or this idea came to your mind little by little?

The idea, actually came to my mind on the way! At first my blog followed more the scheme of a diary: I talked about anything happened to me, my passions and even my personal happenings. By the passing of time I decided then to restrict my topics and give fashion a central position: this is how it’s born what many people call “fashion blog”.

According to you, what made you become one of the most followed italian fashion bloggers? What’s your secret?

Well, I really don’t know, I even do not consider myself as one of the most followed ones! 🙂 Anyway, in my opinion in order to make a blog really enjoyable and appreciated by your followers you need to cure it finely, you must post articles quite often and periodically and be willing to accept advices and critics: who writes a blog, despite the others, step forward and get involved, and shouldn’t behact with superiority, as there is no such difference with those who read! However there are also different cases of people who already work for the fashion industry and can count on a large amount of experience in the sector, so…

How did your “blogger occupation” change your relationship with fashion industry?

I’ve had the chance to meet many nice and kind persons, while others acted less professionally. Let’s say that requests of collaboration are directly connected to the success of the blog: many times those who get in touch with me just want to know about the number of visits reached by my blog per month. So we can say that most of the contacts depend on the merely “numerical success” of the blog, not caring so much about other aspects (like the effective blog quality), and this fact makes me a bit disappointed.

What do you think about the unstoppable advance of fashion bloggers? Is there a link between this new approach to “common people” by fashion maisons and economical crisis which affected heavily the fashion system?

In my opinion things are definitely changing! One example of this new wave could be Luisa Via Roma event that took place these days in Florence.

How are your relations with other bloggers? Do you collaborate with each other or you feel competition and rivalry instead?

I personally do not feel myself in competition with any other blogger. I keep my blog for a passion of mine, during my free time…I mean, for me my blog it’s fun, not a job!
Sometimes I accept to collaborate or to promote advertising banners on my blog…but not certainly for an issue of money, I only accept proposals which I judge interesting for my readers and me. I’m studying law, I see my future in the legal sphere! If anyone ever felt a threat coming from my blog (I don’t even think it’s possible), I’d tell her/him not to be worried about anything: I do not aim to any “position” in the fashion system!

Your outfits are always very original because you manage to combine perfectly designer clothes with other brands suitable for any pocket (H&M, Zara…): anyway, if you’d have to chose between 3 total looks signed by 3 different designers, who whould you pick?

ChloĂ© – Yves Saint Laurent – Acne.

I know you’re also a super busy law student! How do you handle this whole combining fashion blogging actvity and your career at university?

Well, you can say that aloud, it’s not easy at all! Trying to combine the two things it’s sometimes really  impossible (e.g. during exams session). Anyway, I often use my blog as a solution to chill out and take a break from the tension brought by the study, to think to something else!

Thank you so much Nathalie! 🙂
ps. translation in english is made by me so if you find any mistakes…it’s all my fault (and I apologize for that!)


The Fashion Bloggers phenomenon

13 Jun

“These days, to have one finger on the fashion pulse, you need to have the other one on your computer mouse, reading (or writing) the latest blogs.”
“Before a designer’s runway show has even finished, you can bet your bottom dollar that someone in the audience – or better still, backstage – has recorded every silhouette, signature shoe, styling detail and sulking supermodel, then uploaded it onto the internet for style watchers across the globe to enjoy.”

These two quotes by fashion journalists make us understand how mechanisms of fashion system are heavily changing once again the relationship between industry and public.
But what does “fashion bloggers phenomenon” really mean?
Fashion bloggers are “normal” people,  fashion fans, who decide to express their opinion about fashion statements giving their own personal interpretation of what trends are. These opinions may then become very popular world wide  because of the medium they use: internet.
Here below you have an interview with Suzy Menkes, notorious journalist, who expresses her point of view about this increasing interest for fashion blogs:

“The world changed when fashion instead of being a monologue, became a conversation. And that’s never going to stop.”

Fashion bloggers suggest new ways of wearing The Fashion we were used to see just on catwalks or in sparkling editorials or commercials on Vogue & Co., where unreal models posed like beautiful sculptures we barely could try and imitate.
The success this kind of blogs reached these late years pushed (and compelled) fashion world to give more and more importance to these young opinion makers of the blogosphere, who influence all their followers and readers thanks to their peculiar outfits in which they mix easily fast fashion clothes (H&M, Zara, Topshop and so on) with high fashion brands or vintage accessories.
This is why the most popular (and lucky) ones even managed to gain a front row seat on their favourite designers’ fashion shows, they sometimes receive shoes, bags or clothes from maisons which only want them to wear those creations and put photos of these outfits on their blogs and, last but not at all least…they even get bags named after them (e.g. Marc Jacobs for Bryanboy)!

13-year-old Tavi Gevinson, Style Rookie


Scott Schuman, The Sartorialist

Marc Spongebob Jacobs

5 Jun

Marc Jacobs


Spongebob tattoo on his right (muscular) arm


Spongebob “handbag” he carried at the end of one of his fashion shows


Great passion for Spongebob that gave birth to this brand new Sponge-inspired t-shirt!

What do you think about this creation? I think it’s very weird to see the notoriuos sea nerd Spongebob with all these muscles!
Good idea, Marc!

How to…? pt. II

30 May

After having somehow tried to understand how to create one or more customized t-shirts, we’re now gonna talk about the other important aspect we need to consider if we aim to start a succesful business: promotion.

Some say this is actually the hardest part of the job, and I think they’re right. Let’s see if we manage to sum up some key-points:

  1. Make some simple tests market addressing yourself to relatives and friends to gain a sincere opinion about what you’ve done; try and sell some of your “pieces” on ebay or on other websites; if you know somebody who owns a fashion store ask him his expert opinion.
  2. Focus on your target: who you think will wear your creations? You must create very clearly in your minds the image of your standard purchaser in order to reach “him” in the best way, with well targeted promotions conceived in a graphic and style that could capture his attention. Teenagers? Great public? Sport fans? Trendy people? You need to chose.
  3. Create a logo easy to remember and that, at the same time, manages to express “a concept”. The clients range you aim to must recognize itself in your logo!
  4. If you’re planning to sell your line mostly online, be very careful about your site’s placement on the search engines market and cure properly the graphic side of it, always having in mind who will visit your page: if you address to a young public don’t use too many technical and specific words and focus on sense of affiliation and group instead. Do you need any clarification about how online promotion actually works? This link might help you, taking to you the example of myspace, one of the most used site to advertise personal creations (music, clothes, paintings and so on).
  5. If you decide to propose your line also to the traditional market (much more hostile and hard to win), you need to intensify your promotion activity by advertising your product in any possible way…make that all of your friends and relatives wear your creation!

If you are convinced that a painting on a white shirt will make you earn a lot of money easily, you’re probably getting wrong.
Anyway by proceeding by objectives and planning your steps very carefully, you’ll manage to get lots of satisfactions, as already proved by many succesful business ventures both on the internet and on traditional market.
So, work hard and step by step, putting all your effort in achieving your goals. If your activity makes you happy and interested in your work, your passion will push you through new hints, tendencies, ideas: this, plus your enthusiasm and tough work will lead you to the construction of a prosper business.

Disney meets Fashion!

24 May

Genius, extravagant, their look is unmistakable: major fashion designers in the world have got their own peculiar style, which make them recognizable even when they’re transformed in…cartoons!
This is what a funny editorial on Elle Spain’s pages show us. Its title is “La Moda Animada” by Ulrich Schroeder and it appeared on April number of Elle Spain magazine.
Karl Lagerfeld, Donatella Versace, Dolce & Gabbana, Marc Jacobs, John Galliano, Sonia Rykiel and Alber Elbaz become cartoons acting in a reproduction of their natural habitat, still keeping the attitudes that made them notorious.

So among the pages, you’ll see: Karl Lagerfeld walking the red carpet as the big bad wolf;  Jean Paul Gaultier hosts a small party on a balcony over Paris; Marc Jacobs, as a kilt-wearing duck, directs the backstage chaos of a show; Donatella Versace vamps for the paparazzi as a blonde duck; Lanvin’s Alber Elbaz, also as a duck, puts the finishing touches on a dress; Dolce & Gabbana, reinvented as Mickey mouse and Goofy, sketch their latest collection; John Galliano takes to the runway as a pirate-inspired duck; Sonia and Nathalie Rykiel dine as ducks at a Parisian café.

Karl Lagerfeld

Jean-Paul  Gaultier

Marc Jacobs

Donatella Versace

Alber Elbaz

Dolce & Gabbana

John Galliano

Sonia Rykiel

What do you think about this step back from seriousness taken by Elle Spain? I think it’s really nice and funny (maybe because I’m literally Disney-addicted).

ps. Try and recognize all the Disney characters featuring in these images! (Did you spot Peter Pan, Captain Hook & co on Galliano’s front row?)

(Fashion) Kings are Naked!

17 May

The it-model of the campaign is always his best friend Agyness Deyn but this time the  protagonists of his line of tees are no longer models: what’s more Fashion than designers?
House of Holland by Henry Holland proposes a series of t-shirts featuring a powerful clique of fashion designers proudly posing…naked! John Galliano, Donatella Versace, Alber Elbaz, Karl Lagerfeld & co for once appear not covered in beautiful self-designed clothes (or, talking about Galliano, even masked, as he likes to show himself in many of his catwalks’ endings), despite all the nudity fashion industry throws our way.

Donatella Versace

Karl Lagerfeld (Chanel)

Alber Elbaz (Lanvin)

John Galliano (Dior)

…Anyone still convinced that fashion world can’t conceive self-irony?

How to…?

11 May

Many times on this blog’s pages I talked about new brands (e.g. 5preview, scandalousinnuendos) which reached fame and success thanks to the internet (free) advertising through social networks like myspace and a consequent massive word of mouth effect. Behind them very often there are group of friends that manage to start their “business” all by themselves, with few expenses and a lot of…creative imagination.
Let’s see now how they did that analyzing two different steps of this process: creation and promotion.
Who knows, maybe one of my readers might be interested and one day will become a notorious designer thanks to my suggestions!

Thousands of websites and e-shops promote t-shirts on which customers can print paintings or sentences chosen by themselves so that they can buy customized and particularly fanciful creations for few euros.
There are a lot of peculiar techniques of production and when you’re projecting how to build up your business from zero, you need to think about which one suits your idea the best considering your starting budget and the way you want to develop what you have in mind in the future.Infact you can choose between simple print, embroderies, serigraph and so on and your costs of investment change according to the technique you decide to pick: the most common one (which is also the cheapest) is the print, that gives you the possibility of creating what you want easily, with no need of particular skills or experiences. If you have got a smart idea but few money to invest, you can rely on external entreprises that will produce the t-shirts for you on commission or, even better, you can start your own activity zero costs by adressing yourself to websites you trust: if you are sure they will take care properly and seriously of print quality and adequacy of materials, they’ll do the job for you with very low prices (you won’t have to buy all the very expensive equipments necessary for professional prints) and you’ll have the time to concern just about the creative side, promotion and selling of ready-to-wear t-shirts.

Any advice about recommended websites needed? The most popular ones are: Customthink, E-shirt, Spreadshirt and many more.
For those who are really curious about how self-made t-shirts are actually made, here you have two videos which show us different techniques involving different “instruments” to create design tees on your own: have a look and see if you can find some inspiration!

the screen printing method

In this post I tried to give you some hints about how to construct concretely what your creative minds may one day generate…
Next time we’ll talk about promotion: how can we convince our potential clients that our product is good? how can we sell our creations and become popular? This is what we’ll try to figure out!