Fake blogs: The new medium
If you haven’t noticed, fake blogging is the new thing that’s been taking the fashion media industry by storm. A few years back, a fake blog by Karl Lagerfeld called Karl Lagerfeld’s Guide to Life popped up out of nowhere. And then in January of this year, the fake Anna Wintour blog followed the same format. And then… Okay, so that “taking the industry by storm” bit was an exaggeration, but you get my drift.
Fake blogs ruled the land. And it was good.
I think the concept behind these fake blogs is brilliant. If they really are just the copycats of the people whose names they use, then they’ve done an excellent job in terms of marketing the blog. The names are huge in the fashion industry and are much more likely to be Googled by an average enthusiast than say, Stylistique Blogazine or whatever lame brand most people come up with.
The brand is there, the brand is strong, and since we humans cannot psychologically process negatives, we still subconsciously think it’s associated with the real people being imitated despite the very clear indication that it’s not.
That is if it’s really just a fake blog – fake art imitating fake life.
But I have a crazy theory. One can only do so much writing from the perspective of a fashion demigod and pretty soon, if one doesn’t really know much about the personal lives of the person they’re supposedly channeling or how they process thoughts and deliver them to others, one is bound to run out of things to say and ways to say them. It’s just not sustainable if one doesn’t know what they’re doing through and through.
So the theory is, maybe fake Karl and fake Anna are real Karl and real Anna. Or someone very close to them and who knows them very well.
The first reason I think it’s just them pretending to be copycats of themselves, which is kind of twisted when you think about it, is for the abovementioned rationale. The author’s mind must know how to engage in exactly the same wavelength as the person they’re posing as, otherwise it won’t work.
The second, and probably the more important of the two, is diplomacy and the vital necessity for it in such a tightly-knit community as fashion. In real life and, in Anna’s case, in her publication, they are restricted from saying whatever the hell they want because the industry would butcher them if they said anything that deviated from the realm of fluffy.
A number of local and regional designers have come to me, suggesting that I write about certain touchy topics. Why? Because even though they have their own blogs, they can’t initiate the discussion as the industry is a circle of people who know each other and will have to work with each other at some point. Diplomacy is vital, and crossing important people in the circle is suicidal.
With fake blogs like these, however, the likes of Anna and Uncle Karl won’t have to limit themselves and their opinions to the confines of maintaining diplomatic relations with all the important, untouchable people in the industry. They can say whatever they want without fear of losing a company’s ad dollars or support. This is why I think the concept is brilliant. It’s the new true medium. You say your piece and you get it out there, no matter if it is attributed to you or not.
So, is anybody working on a fake Tom Ford blog yet?