Tuesday 23 July 2019

Blogging brilliant

Photography by Johnny McMIllan Styling by Courtney Smith Fashion edited by CONSTANCE HARRIS

Ten years ago, a fashion blogger was something unknown. The designer end of the fashion industry was suspicious and disapproving of them as not being 'one of us', while the media looked on them with disdain, considering them to be uneducated interlopers in their specialist domains.

But within a few years, bloggers could no longer be dismissed as uneducated fashion commentators or street-photography enthusiasts.

Today, the top bloggers dominate the prestigious front rows at the international catwalk shows and are celebrities themselves.

Parfois - a go-to brand for high-end fashion-inspired accessories at value prices - invited four well-known Irish bloggers, who are fans of the brand, to come and style themselves up in Parfois's new autumn collections.

The bloggers - Pippa O'Connor Ormond of blog pippa.ie; Nuala Gorham of penneyandpolaroids.com; Anouska Proetta Brandon of anouska.net; and Lauren Bejaoui of lolabejaysus.tumblr.com - all created their trademark looks for our pages today using Parfois accessories.

As you can see from the diverse looks the bloggers have created, Parfois is a versatile fashion-accessories brand that can cater to all tastes and social needs, be it for day, night, occasion, holiday, seasonal and more. Parfois is hot to all the key trends this season.

Pippa O'Connor Ormond, looking smashing on this page, started blogging as a hobby in 2013, after her son, Ollie, was born. Today, she reaches over 500,000 people. Her blog is a go-to for 20 and 30-somethings to get the latest news in fashion and beauty.

Nuala Gorham founded her image-driven blog, penneyandpolaroids.com, in 2012 to express her inspirations and creativity. Now her work appears in international publications, including Vogue. She has over 13,000 Instagram followers who love her 'shop the look'.

In her blog, anouska.net, Anouska Proetta Brandon writes about her life, fashion and beauty favourites and her travels, using striking photography. She has a following of nearly 70,000 people.

Though just 20, with her strong visual aesthetic, former LIFE cover girl Lauren Bejaoui is considered one of Ireland's hottest Instagrammers. She has also been part of prestigious ad campaigns for brands such as American Apparel.

Today, Parfois is going live with the launch of its new online store, parfois.com, where you can shop for the looks of all our bloggers.

What blogging has shown is that it does have relevance on the fashion landscape - followers prove that.

Blogging started out being for the people by the people.

Parfois, too, wants to be 'everything accessories' for all women - be you young, old, cool, chic, romantic or edgy.

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