Landing a single ticket to a New York Fashion Week show is considered a feat for most. But Tumblr, a fast-growing New York-based blogging service, was able to snag 24 passes to each of more than a dozen shows, including big names like Carolina Herrera and Oscar de la Renta.
For Fashion Week, which kicks off Thursday at Lincoln Center, Tumblr is bringing in two dozen of the top fashion bloggers who use its site, putting them up in a hotel and sending them to myriad events, including backstage tours and a rooftop party. The plan is part of a push to raise its own profile and the profiles of its bloggers.
It’s also evidence of its sway. Tumblr’s acceptance by big-name designers is the latest sign of an increasingly cozy relationship between two strange bedfellows: the fashion and technology communities.
…One of Tumblr’s high-profile bloggers at the shows will be Jessica Quirk, of the blog What I Wore, which has 54,000 followers. The 28-year-old was among the first fashion types on Tumblr when she joined in March 2008. She began posting photos of what she wore each day; a year or so later, her blog was a full-time job.
Tumblr saw 6.7 million unique U.S. visitors in December, according to industry tracker comScore Inc. That’s up 168% from the year before—but still well behind two other major blogging platforms. WordPress had almost 28 million unique U.S. visitors during that time, while Blogger, which is owned by Google Inc., had nearly 59 million. If the measure is page views, however, Tumblr far surpasses those rivals. Tumblr had 1.6 billion U.S. page views in December, compared with Blogger’s 697 million and WordPress’s 141 million, according to comScore.
…Out of Tumblr’s 13.4 million blogs, about 20% are related to fashion. (Whaaaaaaaaaaaaat? I call BS. —.ed) (Vogue has its own blog on the site, as do other magazines and fashion brands.)