Literature review on bloggers

“The business of fashion is just not about pretty clothes and petite models; rather, it’s a multi-dimensional industry involving contribution to the bigger picture” (Usama Hamayun, 2012). “Before blogging, fashion editors of mainstream newspaper supplements and fashion magazines were the last word on designer collections, but now bloggers and tweeters comment of fashion shows as they happen often posting photos of collections right from the runway, making them accessible to a much wider audience and that too much faster than before.” (2012) Suzy Menkes was amongst the first fashion editors who reached out to bloggers and engaged them as professionals. She says, “The world changed when fashion instead of being a monologue, became a conversation, And that’s never going to stop.”(2012) Fashion blogging is the act of posting content that covers the fashion industry, clothing, and personal style on a blog (a Web log or online journal). “Recent years have seen a tremendous surge in the field of fashion blogging – with prominent fashion bloggers like Katherine Kallon and Tavi Gevinson getting front row seats at major fashion shows, being treated like Vogue and Marie Claire editors.”(Usama Hamayun, 2012) Pink 2.55, Secret Closet, Style Stripped and A Wardrobe Affair are some of Pakistan’s top fashion blogs which have a huge fan following with their quality of work, thorough analysis and regularity of publication. Pink 2.55 was created back in 2010 by Amara Javed, the sole owner. The blog has been covering “fashion from red carpet events in New York to Bollywood, the runways of Lahore and event launches in Karachi (Usama Hamayun, 2012). Pink 2.55 is one of the most famous and well-known fashion blogs in Pakistan. “Taking its name from the iconic Chanel 2.55 bag, Pink 2.55 has created quite a niche for itself among fashion lovers in Pakistan.” ( Usama Hamayun, 2012). “It was the winner of Best Fashion Blog at the Pakistan Blog Awards in 2011