Blogging has become the fashion industry’s hottest new trend. Once a pastime for computer techies, blogging has undergone a makeover and transformed from geek to chic. The only thing more fashionable than style blogs is the masterminds behind them.
In the past few years, the presence of blogs has flourished within the fashion industry. Using the Internet to build their own platforms and attract an audience, the men and women behind these blogs have created names for themselves as trendsetters, stylists, and product marketers. With the phenomenon of social media, like Twitter and Instagram, bloggers are able to give their followers exclusive opportunities to enter into a world of glamour and style. It’s like showing up to a party you weren’t invited to and not getting in trouble.
Fashion blogs are becoming increasingly popular on college campuses. Instead of flipping through magazines for trends, students are looking to fashion blogs for inspiration. Indiana University apparel merchandising professor, Ashley Hasty, believes that fashion blogs are popular due to their immediate response to fashion. “Bloggers are able to keep up with trends and report fashion news in a fast and efficient way,” she says.
Some bloggers have to work to obtain the “it” factor, but others are born with impeccable taste and brilliance oozing from every pore. Indiana University student, Lauren Jerdonek, is the epitome of what it means to be a fashion blogger. Since it’s launch in February 2012, Lauren’s blog, TWIC, has had over 80,000 page views. She has been recognized by publications like Teen Vogue, featured in Seventeen magazine, has an upcoming gig as a fashion consultant with MTV, and will be interning in the public relations department at one of the world’s most prestigious fashion houses, Oscar de la Renta, starting in January.
After spending hours every day sifting through fashion blogs and thinking, “I would love to do this,” Lauren finally did it and TWIC was born. TWIC, which is an acronym for The Walk-in Closet, features a polished layout with alluring posts and graphics. Categories range from “boyfriend” to “bullseye” and Lauren’s personal favorite, “narcissist.” (Check out the rest of the categories and their meanings here!) She provides readers tips on how to dress themselves, and their boyfriends, and gives updates on the latest fashion trends. Inspiration for her posts comes from nearly anywhere; music, pictures, friends, and even other bloggers. Most of her inspiration comes from men and nothing makes her #swoon like a well-dressed guy. In fact, men are her most loyal viewers.
Her mornings and afternoons are spent in class, but she dedicates her evenings to creating new blog posts. A handful of electronic devices litter the crisp, white comforter on her queen sized bed. Their respective chargers are tangled into a ball not far away. Post-it notes hang from every inch of her desk and whatever free space was left it taken up by Diet Coke cans. The television is muted and an episode of the Real Housewives of New Jersey flashes on the screen.
She slips off her signature leather jacket, throws her hair in a ponytail, and beings to work. Before creating a new post Lauren spends a lot of time tracking previous posts. She determines which topics are generating the most views and interaction with her audience so she can create content that is appealing to her viewers. After defining the category, Lauren chooses a theme of a current high-fashion trend, and brainstorms ways to tailor those trends to her audience. She spends about an hour or two putting visuals together in Photoshop and then follows with the easy part, writing the copy.
Lauren has always been drawn to fashion, but the first time she discovered that fashion was art was at a boutique in Montreal.
A smile creeps across her perfectly glossed lips as she recalls the intricate details of the clothing. “The clothes had such architecture and structure,” she says. “It literally made my heart beat faster.”
In some ways, Lauren’s attention to the detail and the structure of clothes can be attributed to her biggest fan, her dad. Edward Jerdonek is the President and CEO at Luckett and Farley Architects and Engineers.
When asked if his daughter’s fashion sense influences him he says, “Honestly, no. My fashion sense influences her.” The serious look on his face turns to a smile and Lauren and her mother erupt with laughter in the background.
Lauren worked in the marketing department at Luckett and Farley, and the father-daughter duo often shows up looking dapper in designer duds. Lauren looks ever-so-stylish click-clacking around the office and into meetings, even if the only thing she knows about blueprints is that they’re blue.
Ed isn’t disappointed that his daughter chose not to follow in his footsteps. “I think she should follow her passion and do exactly what she’s doing,” he says. “If you love what you’re doing then it won’t be like work.”
When Lauren isn’t updating her blog, or in the office with her dad, she can be found darting around IU’s campus with a Starbucks venti coffee in one hand and her iPhone in the other. Her long blonde hair trails behind her as she moves from class to class. Underneath the Ray Ban sunglasses perched on her nose, her eyes critique the outfit of every passerby, looking for the perfect subject. When she spots her victim, she quietly approaches her (or him).
“Hi,” she beings.
“My name is Lauren Jerdonek and I work for CollegeFashionista. Would you mind if I snapped a few pictures of your outfit for the website?”
“Really?” squeals the attractive brunette. Looking trendy in leopard flats, black leggings, and an over-sized oxblood colored sweater, her mouth forms the shape of an O and the gold bracelets adorning her wrists clink together as she clasps her hands in excitement. “Oh my god, I’d love to! I’m obsessed with that site.”
As if one blog wasn’t enough, Lauren serves as the head style guru for national fashion website, CollegeFashionista. CollegeFashionista.com is a fashion blog site for students passionate about fashion styles and trends across college campuses worldwide. As a style guru Lauren is responsible for capturing photos of students around IU’s campus who earn the title of “fashionista/o.” Gurus are hand-selected by the CF team twice a year. The website was founded by Amy Levin, who is a graduate of Indiana University. Since their initial meeting, Amy and Lauren bonded over their love for IU, fashion, and James Dean. They have become close friends and Lauren considers Amy a mentor.
“Lauren’s passion and enthusiasm towards fashion is evident in everything she does,” says Amy. “She lives and breathes fashion, which is what it takes to be successful in this industry.”
As Lauren Jerdonek’s blog continues to grow, a plethora of unexpected opportunities have come her way.
“I’ve had some amazing fashion industry leaders reach out to me to consult projects they’re working on aimed at a college-aged crowd. It is very humbling and exciting,” she says.
After college Lauren plans to move to New York City and work in fashion PR. She’ll continue to keep up with TWIC and is bubbling with excitement about what The Big Apple has in store for her.
Whether you’re a fan or foe of bloggers, there’s no denying that their influence in the fashion industry is rapidly growing. Although the saying reads “the faster they rise; the harder they fall,” it looks like the reign of bloggers is here to stay.
Don’t forget to check out her blog here and follow her escapades on Twitter and Instagram at @ljerdonek.