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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

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?)

United we stand, divided we fall: collaborations in fashion industry.

2 May

Collaborations between different brands are the way forward now in a rapidly changing fashion landscape.
Everyone from high-street retailers right through to smaller are collaborating with creatives from all disciplines in an effort to bring a bit of true individuality, exclusivity and authenticity back into fashion. Besides, this kind of cooperation between forces having same interests (selling their creations to as many clients as possible) but sometimes very different targets (e.g.: haute couture VS fast clothing clients) seems to give strenght, adding attractiveness, to a fashion world which is suffering the effects of the post global economic crisis.
What people want now? A nice price. The “nice price” gets fashion, but it’s not something simply temporary.
This attitude is taking the form of an earthquake hitting the fashion market: Topshop arrives in New York, in the middle of Soho, Zara opens shops very quickly all over the world even in places far from the fashion crowds like New Delhi or Bombay. As it seems, Zara (inditex Group) has a large number of designers at work everyday to be able to offer their clients new lines 12 times for year: big names of fashion maisons, once very snob, will have to reconsider this phenomenon to reach the success of fast fashion, so called for its abilty of proposing new clothes (almost) continuously.

Perfect example of a successful collaboration between big names and fast fashion is H&M, who recently put at work designers like Karl Lagerfeld, Stella McCartney, Roberto Cavalli, Victor & Rolf, Jimmy Choo and many more.
Here you have the wonderful spot created by H&M for the arrival in stores of the line conceived by Karl Lagerfeld, which ironically jokes about what the common posh chanel haute couture target clients of Lagerfeld could think about this “joint venture”.

“Why have a garden when you can have a forest?”

H&M reached infact, during the first session of 2009-2010 exercise, a net income of 3,74 billion of  crowns (386 millions of euros), overcoming the result of 2008 of the 45% and surprising the analysts.
This is the reason why the group is planning to open 73 new stores soon (mostly in the UK, China, Norway, Denmark and  Deutscheland).
The reason of this success? Collaborations, absolutely!