What:
On first impression, I Am Fashion is a scrapbook of sorts to the
fashion world, complete with runway shots, celebrity style candids, and
online clothing picks. Upon closer inspection, it becomes clear that the
writers of I Am Fashion, named from a Coco Chanel quote, have a serious
knack for talking fashion and doling out style advice.
Who:
Written by two fashion-obsessed college students, “Harrods Girl”
attends the London School of Economics and “Barneys Girl” goes to University
of Chicago. Both girls study economics-related subjects and would like to
work in finance post-college.
Where:
They hail from Hong Kong, but spend the majority of their time at
their respective schools. They say, “as for our ‘blog office’. . .well, I
guess its wherever our laptops are! Mostly they are attached to the
magazine and schoolbook covered desks in our rooms, but we've blogged all
over the place from the airport, classroom, library to Starbucks!” Twice a
year the girls get together for a blogging brainstorming session.
Why:
After noticing a void in down-to-earth fashion opinions, HG and BG
decided to create a site written in a practical, no-nonsense style. “We
originally wanted to do a general teenage website, but we realized we
wouldn't have enough time to do a complete website, (not to mention that we
are html-challenged and not so teenagers anymore).” Due to the
user-friendliness of blogs, I Am Fashion was born.
Inspiration:
They adore vogue.co.uk and style.com, and often visit the
sassy sites listed on their “Blogs We Adore” list. Harrods Girl also loves
exploring Gemma Ward and Mary-Kate & Ashley Olsen forums for offbeat ideas.
Surprisingly, HG and BG aren’t into online shopping; they asked, “Where is the fun if we cannot try it on personally and mix 'n match?” However, with favorite designers like Prada, Marc Jacobs and Chloe, they love browsing e-boutiques like Shopbop, Net-a-Porter, and Neiman Marcus.
Notable Quote:
“You have a much better life if you wear impressive clothes.”
-Vivienne Westwood.
Feedback:
Because trends are a favored topic on I Am Fashion, the girls get
bombarded with fashion queries. They also said, “We get readers who email
us saying they really like our blog... We also get loads of random press
releases too!”