Street fashion, otherwise known as street style, has taken the fashion world by storm, with sections dedicated on vogue.co.uk, pages in copious amounts of weekly and monthly magazines both in print and online.
The difference between street style bloggers and actual style seems to get blurred. Street style has developed and evolved, it used to be the case that magazines and runways alike would be out of reach, high fashion pieces that most would only dream of wearing.
Apps such as Instagram and Tumblr have a huge street-style element with many users primarily using the platforms solely for this purpose. Instagram currently has in excess of 300 million active users; Tumblr has over 291.7 million blog accounts, granted not all of the accounts are dedicated to fashion and street style but with some accounts reaching over 285k followers, there is a very large influence made by this sector of the industry.
Some of the most influential within the fashion industry are now internationally recognised bloggers. Swedish duo Caroline Blomst and Daniel Troyse who set up the street style blog Stockholm Street Style on Instagram have over 96.1 thousand followers.
Ella Catliff of La Petite Anglaise who has 53.9k followers, who teams up regularly with designers such as Kate Spade, Louis Vuitton, and Mulberry.
Alexis Foreman of Style Memos, is one of the rare ones. A treat amongst the more manufactured, popular accounts. She currently has 11.3k followers on Instagram and a wealth of collaborations and involvement with various brands of clothing, accessories and beauty.
I spoke with her about her blog and the industry she’s found herself in.
Where did Style Memos as a blog begin?
It started as an outlet really, about six years ago. I was a freelance graphic designer at the time with three very young boys. I’d always had an interest in fashion and beauty and felt like I needed somewhere to collect styling ideas, comment on trends and share what’s on my wish list.
When did you realise the blog itself was becoming popular and began to take off?
Only in the last couple of years. I started working with a great photographer and doing outfit shoots with her. Instagram has been a huge part of people gaining awareness of Style Memos.
You have a lot of involvement with various different brands such as Edit, Smashbox, Kiehls, M&S and Loxley, what is your highlight to date?
They’ve all been fun in their own way to be honest. The M&S shoot was quite a big deal. I thought it would just be a photographer coming down to shoot me around Brighton but it was a full blown production with a winnebago and a team of about 12 people!
I do love championing the smaller start up brands. It’s such a great feeling when my followers respond well to the introduction of a label or product and to see the growth of that brand as a result.
I actually have a very exciting collaboration coming up which I can’t talk about right now but watch this space!
Do you think street style blogs are beginning to edge towards being manufactured for followers rather than organically produced from personal style?
Definitely. It’s hard to find the genuine ones. When you do it’s like striking gold! I think that with a large percentage of marketing budgets being spent on bloggers, there is a natural pull towards where the money is, rather than creating content that is authentic.
What/who influences your personal, minimal, colour blocking and sometimes androgynous style?
I’m often inspired by art, photography and design that I come across during work research. I’m also hugely influenced by accounts I follow on Instagram– probably more so than blogs recently. I always really love Leandra Medine’s style (@Manrepeller). I tend to check in on her when I need a new dose of inspiration! I can’t afford most of what she wears but she puts outfits together so well in a really fun way.
Although the blogging world has a lot of diversity in regards to ethnicity, do you think there is more people could do to promote equality in the industry – showcasing style on people with disabilities for instance?
Yes, I think the industry can always do better! There are some brands like Diesel and Desigual that have lead the way in that area but it’s surprising that there isn’t more ground gained.
Who are your top 5 style and street style bloggers of the moment?
I’m not really following blogs much at the moment so here’s my top five Instagram accounts:
@tanyaposternak & @zposternak (they’re the twin sister photographers who are responsible for the gorgeous Mansur Gavriel campaign)
What advice would you give to any aspiring style/street style bloggers?
Work out why you want to have a blog– what do you want to achieve? If you know that it will help you to aim for something. Anyone can post up what they’re wearing or what’s on their wish list but personally I think there needs to be an underlying reason for it’s existence and a consistent theme running though for people to identify your site or account as worth visiting and coming back to.
I’d also say don’t procrastinate, just get on and create some content! I put it off starting my blog for ages and then even once I’d started it, I would doubt myself and not post enough.
Solely in regard to your blog as Style Memos, do you consider it successful?
So often I don’t consider it successful as I compare my following with others who have so many more, and with bloggers who are jet setting off to amazing places and wearing the designer pieces. I know it’s stupid and need to constantly remind myself of the frequent comments I get– usually from complete strangers who approach me in the street – who tell me they love my blog and Instagram feed and to please keep doing what I’m doing. So I will.
You can find Alexis’ blog at brightonstylememos.blogspot.com and on Instagram @stylememos.