8 Bloggers-Turned-Fashion E-Tailers to Know Now

A few short years ago everyone was willing to write blogging off as a quick fad with no real sticking power. In the fashion industry, however, the top echelon of style bloggers have gone about proving everybody wrong. Just look to fashion week, where you can expect to find them sitting front row or populating any street style coverage worth its salt


Blogging is, unequivocally, here to stay.

But that doesn't mean those who've mastered it can afford to sit on their laurels. The most savvy have realised that they can take the business of being stylish to whole new levels. Take Jeanne Damas - the French blogger turned model turned It-Girl - whose clothing label Rouje is best described as a capsule collection of Parisian wardrobe essentials. 

Or Sara Donaldson of Harper and Harley, who has teamed up with her roommate/bestie Georgia Martin to create The Undone, a curated online store of hand-selected pieces that reflect her famous, minimalist aesthetic that will launch later this month.


Here, we celebrate eight enteprising women who have turned their hand to e-commerce, all in the name style. 

Réalisation Par

Who: Blogger Alexandra Spencer of 4th and Bleeker fame and her friend Teale Talbot.

What: A curated selection of less than 20 blouses, tea dresses and skirts. Spencer and Talbot define the pieces as 'those special items we felt were missing from our wardrobes'.

The look: Much like Spencer's blog aesthetic Réalisation Par is all feminine sex appeal: barely there ruffled mini-dresses, tie-up tops that leave midriffs bare and skin-hugging 90's style party dresses. All with a dose of cool-girl effortlessness.


Who: Swedish blogger and street style extraordinaire Elin Kling and her husband Karl Lindman.

What: A range of apparel and lifestyle pieces that mix 'American sportswear with timeless European minimalism'.

The look: Mirroring its founders super-cool brand of Scandi minimalism, Totême's aesthetic is all muted tones, loose, relaxed silhouettes and shoes, swimsuits and towels that scream 'European beachside holiday'.

The Con-nection

Who: The Chronicles of Nadia's Nadia Bartel and her sister Michelle Coppolino. 

What: A curated mix of staples from 23 local and international brands, ranging from Alice McCall to Christopher Esber. The sister's aim? 'To connect time-poor women to a selection of key wardrobe staples that can be used season after season."  

The look: A selection of basics with a modern edge. Read: Silk blouses with exaggerated cuffs, work-appropriate dresses with clever cut-outs and cropped flare trousers.


Who: French It-girl-cum-model-cum-blogger Jeanne Damas

What: Classic French-girl staples with an injection of Damas' 'sophisticated meets sensuous' personality.

The look: The ultimate Parisian wardrobe: flared jeans, floral printed dresses, classic blazers and super-mini mini-skirts.

The Undone

Who: Harper and Harley's Sara Donaldson and her roommate/best friend Georgia Martin.

What: The Sydney-based duo will be launching their e-commerce venture - a curated mix of minimalist pieces from the likes of Ellery, J Brand and Dion Lee - later this month.

The look: Following the aesthetic of Donaldson's blog, The Undone will be all clean lines, cult-status Aussie labels and monochrome as far as the eye can scroll.

Are You Am I

Who: Original super-blogger Rumi Neely of Fashion Toast.

What: "An uncompromsied, California-flavoured take on the perfect wardrobe". 

The look: Essentially Rumi Neely's wildly popular Instagram feed, in an online store format a la slip dresses, super short short-shorts, lace bras and leather chokers.

Girl Gang

Who: 'They All Hate Us' bloggers Tash Sefton and Elle Ferguson.

What: Playing on the duos 'BFF" status, their newly-launched range is all Best Friend memorabilia with a fashion twist. 

The look: Customised leather jackets with slogans like 'Heartbreaker' emblazoned on the back, patchwork denim covered in customised stamps and Saint Laurent-esque tiaras.

Chiara Ferragni

Who: Italian blogging phenomena Chiara Ferragni (blog moniker: The Blonde Salad ) apparently raked in a casual $10 million in the 12 months following the launch of her eponymous shoewear line.

What: A range of light-hearted-meets-high-fashion espadrilles, slip-on sneakers and pumps. 

The look: With tongue firmly in cheek Ferragni's range of footwear and accessories are all Italian over-the-topness. Expect sequins, 'winking eye' motifs and slogans like 'Pow!' found in abundance.


[ By: Grace O'Neill ] [ Harpers Bazaar AU ] [ Read More ]