It seems every click you make in social media you’ll find a fashion blogger. Facebook, Youtube and especially Instagram, they’ve conquered every corner (not including their blogs, obviously). The chances that a picture of Daniel Brenstine, Pernille Teisbaek or Rocky Barnes didn’t pop today in your daily Instagram stroll are very slim. The first few names that come to your mind when you think about fashion bloggers are the Italian Chiara Ferragni, the German Caroline Daur and the American Leandra Madine. Influencers are from all over the world, but have you ever thought about which country is the assembly line for fashion bloggers? Well, that’s why we’re here for.
Europe in known for its fashion and style, so it’s not surprising that most of the influential fashion blogger emerge there (sorry, Usa). You probably think that the majority of them are from France or Italy, so you’ll might be surprised to find out that there is a new player in the fashion court – Germany.
While most European countries have between five to ten successful blogger, a quick calculation will bring you to about twenty influential German fashion bloggers, such as Leonie Hanne, Aylin Koenig, Xenia Adonts and Caroline Daur. Maybe it’s the romantic view, the intriguing history or the fine genes, either way Germany is conquering our feeds and controlling our favorites list on the internet.
In order to understand why this country is full of influential bloggers, let’s review why other countries are not. Take Greece or Israel for example – it’s hard to find a world renowned fashion blogger with international partnerships in these countries. The reason might be because their fashion industries didn’t take bloggers very seriously when they first emerged in 2008, maybe even decrying them, so they didn’t get a real chance to bloom. The local industry wasn’t open to this new thing called “influencers” and didn’t cooperate with them, so eventually they lost their momentum. Unlike Greece and Israel, the German fashion industry seized the moment and nurtured bloggers to excel. They integrated them in the industry since day one, and treating them as a valid source for information about trends, new products and phenomenon in the world of fashion.
The lesson everybody who loves fashion should learn from Germany, is never underestimate something new and unknown, and always be open-minded. Who knows? Maybe you’ll discover the next big thing in fashion. In the meantime, we’re going to book a flight to Germany, who’s coming with us?