While messages of disaster might grab readers’ attention, they come with the same problem as technical and scientific writing. Both communicate through environmentalism, not creation. Sustainable fashion is perpetually presented differently from what is considered ‘normal’ fashion, so much even, that it has come to represent its opposite. It’s as if there are only two camps – either you write about hemp and trees and farmers, or you write about silk and champagne and popstars.
The blogger and the city; this crucial dynamic is an important and oft neglected aspect of fashion blogs – a consistent presence and relationship that is utterly essential to the context of nearly all of these platforms. To date, the discussion on fashion blogs in academia has been predominantly concerned with the technological and social implications.