With new fashion blogs popping up in the blogosphere every five minutes you can't blame a gal for getting distracted from some of the original players. In blogging terms fashion journalist and stylist Ella Gregory is a total pro, having started her blog, Coco's Tea Party in 2006. It covers everything from the latest magazine editorials and designer campaigns to celebrity style and catwalk trends and remains a firm favourite on our Google Reader. To find out more about Ella and her approach to blogging read our exclusive Q&A...
Grazia Daily: How long have you been blogging?
Ella: I started blogging in September 2006, before it was a popular thing to do. Back then I was studying for my A-levels and didn't really have a clue about the fashion industry. It was just my ramblings on Phoebe Philo's collections for Chloé and lots of embarrassing typos.
Grazia Daily: What made you decide to start your blog?
Ella: At the time I launched Coco's Tea Party knew I wanted to study fashion journalism at university, so I thought a blog might boost my portfolio. But really it was just something to keep me busy on the weekends. I really enjoyed writing about fashion, so I was constantly putting out new content. Then, almost overnight, fashion blogging became a huge deal and I was in the right place at the right time.
Grazia Daily: Which subjects do you particularly love blogging about?
Ella: I've always been really interested in celebrity fashion, and my celebrity stories are always the most popular. I find it interesting how Hollywood uses fashion as a way to manipulate a celebrity's image. It's almost like a game: who's wearing what? Why are they sitting on a specific front row? Will they be more popular if they wear Miu Miu or Marc Jacobs to their next premiere?
Grazia Daily: What’s been your highlight so far?
Ella: Burberry's Spring/Summer 2010 show is probably my highlight so far, purely for sentimental reasons. It was the first time I'd attended fashion week, and Burberry invited a handful of bloggers to their show to celebrate their return to London. It was the first "proper" runway show I'd ever attended and I remember being in this bubble of excitement. The novelty of fashion week has worn off now - I now know it's all hard work and sore feet - but I'll never forget my first Burberry show.
Grazia Daily: Are there any particular perks of blogging?
Ella: Over the years I've formed some great friendships with other bloggers in the UK, which is really lovely. It's great to have a support network and the fashion bloggers in London are all so supportive of each other.
Grazia Daily: Do you attend London Fashion Week?
Ella: I think I'm onto my eighth or ninth season of London Fashion Week now, and I still love it! There's always a great energy in London, and over the last two or three seasons it's felt like LFW is becoming a much bigger deal internationally, which is very exciting. The first Anna Wintour sighting of the season is always a great moment - then you know LFW has properly kicked off!
Grazia Daily: What are your favourite brands?
Ella: Givenchy, 3.1 Phillip Lim, Stella McCartney, Mulberry, Christopher Kane, Burberry, Elizabeth and James, Tibi, Michael Kors… There are too many to list!
Grazia Daily: Blog brag time: why should people read your blog?
Ella: I like to think Coco's Tea Party is a blog with its feet firmly on the ground. Fashion is fun, but I don't like to take it too seriously. If you sometimes laugh at the semi-ridiculous poses on magazine covers and like a brilliant high street find then you'll hopefully enjoy reading Coco's Tea Party.
Grazia Daily: What advice do you have for anyone starting a blog?
Ella: Do it because you love it. If you go into blogging expecting overnight success you'll most likely be very disappointed. Try and come up with a unique selling point which makes your blog stand out and create regular features to keep your readers coming back.
Grazia Daily: Which other fashion blogs do you love?
Ella: I read a lot of other London-based fashion blogs. Red Carpet Fashion Awards, Disney Roller Girl, Abi Marvel, Five Five Fabulous, Fashion Foie Gras… I also love fashion blogs with a sense of humour. The Cut and The Man Repeller are always on my reading list.