21 May 2012 by

Susie Bubble Responds To Scott Schuman's Front Row Bloggers Rant: UPDATED

UPDATE: So what does Susie Bubble make of Scott Schuman's comments? Grazia Daily asked the lady herself... 'I don't necessarily think it's a bad thing putting bloggers on front row but I think Scott was talking specifically about the Dolce set-up where bloggers were strategically placed in front row with computers, sending out a message that they are fully willing to embrace new media within the fashion landscape,' Susie told us. 'Like that GQ editor says, Scott does regularly sit front row at shows. His grievances are I think about bloggers treated as freak/celebrity figures.  

'I have sat front row at shows but I also sit wherever the PR deems appropriate to put me and whether that's second, third, fourth or fifth, it doesn't really matter.... I'm at shows to cover for myself or for other people and I'm just there to see the clothes.'

Blogger Susie Lau and Bryan Boy on the FROW at the Doo.Ri show in February

Fashion bloggers eh? We can’t live with ‘em and the fashion industry couldn’t live without them. Which probably explains why the Front Row, usually the preserve of Fashion- Editors-you’ve-heard-of, is now awash with fashion-bloggers-you-may-not-have-heard-of and has been for the last few years.

One man decidedly less pleased about the blogger hype is photographer Scott Schuman of The Sartorialist fame who, it transpires, is still reeling from the fact that Dolce & Gabbana 'humiliated' him by seating him front row along with fellow bloggers Tommy Ton, Gé and Bryanboy at D&G's spring show back in 2009 complete with podiums for their laptops while other industry insiders were forced to take a back seat.

In his rant for the latest issue of GQ, he outlines his grievances – and doesn’t hold back: '[Dolce & Gabbana] got a humongous amount of press. "Look, we brought the bloggers in and gave them the front row. Look at the dancing-monkey bloggers!" I could barely bring myself to sit down.' He adds, 'Like, "Ugh, I don’t want everyone looking at us." Like, "Oh, look at the cute bloggers! Isn’t that cute! Are they playing Angry Birds?"’

Tommy Ton, GScott Schuman on the D front row in 2009

So should fashion bloggers be allowed to sit centre stage or are they becoming a fashion show gimmick to attract press attention? Either way, the prevalence of bloggers peppering the front row is being described as a “paradigm-shift moment” in fashion journalism and even now, ‘citizen journalism’ (as it’s sometimes known) continues to peak with fashion bloggers like Susie Lau and Tavi becoming household names thanks, primarily, to their online coverage of the shows.

Due to the immediacy of fashion and our appetite for immediate visual gratification (we’re blaming YOU, Daily Mail sidebar-of-shame), fashion bloggers arguably wield as much power as fashion editors. They see, they shoot, they write. Blogging is also, arguably, both democratic and merit-based given that they are largely subjective and allow anyone to take a platform. Also, many of the big name bloggers have been working on their own blogs long before they got front row. Take Bryan Grey-Yambao, aka BryanBoy, who’s been blogging about fashion since 2004.

But still, does Scott have a point? 'I don't think he had an issue with sitting frow, he has many times,' says Kylie Martin on Grazia UK's Facebook page. 'I think he was displeased with the way D&G had made such a point of it (for promotion obviously) sitting them together with podiums in front of them for laptops. It's just bringing up that journalist vs blogger divide again.' So we want to hear YOUR thoughts on the debate.

In the meantime, click play on the video below to hear Dolce & Gabbana explain WHY they put SchumanAnd hell, Scott, surely we’re all playing Fruit Ninja now anyway.



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Pearl Natalie Westwood (Mon May 21 18:52:16 BST 2012): The truth is many bloggers can give designers a lot more exposure than some print magazines, so the PR needs to give the priority seats to who can help the brand be it buyers, editors, celebs or bloggers. Bloggers wield a lot of power, people don't just read their reviews but buy the clothes they wear too, for the famous bloggers like Bryan Boy they're also a bit like celebrities too. Its a hard job to decide the ranking order of show seats, I certainly wouldn't want to do it!
Lawrence Francis Alba Harrison (Mon May 21 19:31:38 BST 2012): Most publications mention or use bloggers in their magazines so I really don't get where this is coming from so its either the stylists or celebrities! ;D
(Mon May 21 21:20:21 BST 2012): websit'nnow awash enticed in good/bad “paradigm-shift' moment” a ooperave-hearrage of the shows. cove’t live with ‘em due to the immediacy of fashion and our ape to the immediacy of fashanks. fashion never another tank for another turn and our apppetite for love'svisual gratification (we’re blaminU, D-shame), fashanks, primarily, todue immediacy of fashion and our appetite for immediate, visual gratifications allowontcoverage of the showssubjective oggers demoed to sit frcratic-merit-based to tammerations and http://www.youtube.com/watch?v=vt4rnccDc1M&feature=related. centre stage proboming? frcratic-merit-based givably our offers await>ike Lau and Tavi becenisshion. nines of time -ding. ‘citizen journalism’ (aerit). http://yuttadhammo.sirimangalo.org/2011/02/14/caves-monkeys-monks/
Jazzino Tamani (Tue May 22 00:17:30 BST 2012): I can understand Scott's point. It does seem like a big song and dance and reporting for a show shouldn't be done during a show. It's slowly eroding the prestige of runway shows and people who actually make important decisions are being made to take back seat to these self-rightous "writers"? I've got no problem with bloggers and think they do represent the times were in. Just don't lord it around like you've been in the industry for 20 years. It's a fine line and it certainly is going to keep this battle of editors vs bloggers ongoing.
Jo Bromilow (Tue May 22 14:18:51 BST 2012): Jeez, bite the hand much? And isn't that his gf that he's also slagging off?