Ever wondered what goes on behind all those fashion week posts, FROW Instagram snaps and stylish Snapchat stories that bloggers broadcast far and wide during the shows?
We see countless pictures of bloggers hanging out with models and designers backstage, partying with celebs at afterparties and posing for street style photographers. But how do they actually make a living from it, season after season?
Blogger Marianna Hewitt of LifeWithMe.com has revealed to Harper’s Bazaar what she gets up to during fashion week, how she makes an income and what proportion of her clothes have been bequeathed to her for free.
1. What do you do on a typical day during fashion week?
“What a blogger does before the show varies from person to person based on what the blogger covers on his or her blog. Since I cover fashion and beauty, I attend shows backstage before to look at beauty trends and see how hair and makeup is done and meet with the teams. I went backstage at Tibi, where I saw beautiful manicures with half moons in pastel colors that I wouldn’t have been able to spot from my seat. Other ways to cover NYFW is by working with different brands and media outlets to collaborate. This season, I did Instagram takeovers for The Zoe Report and Bluefly to share my days at fashion week, and I’m doing a series of blog posts for E! and Macy’s leading up to their fashion shows.”
2. Do bloggers get paid to attend the shows?
“Bloggers attend a lot of shows during fashion week and it really is a privilege to even be invited to shows, let alone get paid to be there. But in a time when people want their shows to have a large reach, it is part of their marketing campaign to invite bloggers, and brands have allocated budgets to pay people to attend them, which would include anything from wearing the brand to the show and getting photographed in it to posting to social media live from the show. Compensation, if not paid directly, comes in the form of gifted clothing to wear to the show, car service, etc.”
3. Do you get free clothes?
“During my first fashion week, I didn’t know a single person. No one sent me clothes and I had a standing ticket. But I still loved it so I really appreciate what I get to attend now. As my blog has grown, I’ve been really fortunate to get brands to send me clothes to wear to the shows and it makes prepping for fashion week much easier. Lots of services are covered to make sure bloggers attend, just like other influential attendees. Apps like Priv, which come to your home or hotel room, offer services ahead of time to get a blowout or a manicure; Car service to make sure you arrive on time, etc., are all perks of getting to go to a show and it’s an investment for a brand to make sure you get there and you look good wearing their clothes.”
4. How much of your fashion week wardrobe has been given to you for free?
“I still shop a lot. I like to buy clothes because I feel less obligated to post something just because people sent me items to wear. But brands want to be seen and photographed so there has been a lot of gifting leading up to fashion week, even from brands not showing, just so they can have a presence. I would say about half of my wardrobe for New York Fashion Week has been gifted.”