In the fashion and retail worlds, there has been a notable reluctance to moving beyond the traditional bricks-and-mortar presence. It has taken years for major design houses and retailers to finally realize that the Internet phenomenon is not. Going. Away. And there are still hold-outs. Even the potential for increased profits has not been seductive enough for companies to hire a Web team and move into the 21st century.
Enter blogging. In the last four years, blogging has exploded from a lone application to a full-fledged communication platform—and suddenly it wasn't just nerdy loners doing it. Blogging accomplished what nothing else has: it forced designers and retailers to listen. To the public. To the customers. To someone other than themselves.
The result? A plethora of blogs dissecting fashion and style from every possible vantage point: behind-the-scenes, in front of the camera, on the street, and dressing rooms and living rooms across the world. I am an admitted blog addict and participant; I no longer reach for the paper with my coffee—I dial up my favorite blogs instead.
One of those blogs is InTheirCloset.com, a clean, well-designed blog which gives readers the scoop on where to get designer/celebrity looks at real-world prices. In Their Closet is the brainchild and work of a single, very resourceful, anonymous fashionista. She kindly agreed to an interview about her blog, and here is what she had to say...
VG: How did In Their Closet get started?
In Their Closet: I've been blogging since 2005 already, but only got into fashion blogging around September 2007 when I started Profashionelle—a blog aimed at discussing fashion in general. However, over time I realized that I most enjoyed writing posts about celebrity fashion and shoes, so I decided to launch a second blog where I would exclusively write about what celebs are wearing and how one can get the same look without paying the designer prices. That was back in November 2008 and today, a little more than one year later, 2,000 people visit the site to get their daily fashion fix which is absolutely amazing.
How do you decide what products to feature?
Well, I try to mix things up a little and squeeze in everything from clothing to handbags to shoes and accessories, but most of my finds revolve around shoes and dresses actually. I am not exactly sure why, but I spot dress and shoe knockoffs a lot easier and faster than anything else. I guess it's a matter of personal preference since I am a shoe fanatic and hence spend a lot of time browsing for shoes. My choices aren't purely arbitrary though: I regularly receive reader requests and if I think more of my readers would be interested in my finds I sit down and write about it.
Given that you know the secret to finding all the latest designer looks for less, how has this influenced your own style? How would you define your personal style?
I've never had a budget big enough to afford designer items, so having the blog didn't really change my shopping behaviour in terms of that I now am only buying designer steals instead of saving and opting for the real deal. However, it certainly helps to know there are affordable versions of upscale fashion out there. I love reading Vogue and cruising net-a-porter.com for the newest arrivals. When I spy a trend or a pair of beautiful shoes that are way out of my budget I just check the usual suspects to see if they've come up with something similar for a more reasonable price. I like to think my blog helps normal, hard-working women make their fashion fairy tales come true.
As for my personal style I would describe it as classic and feminine. I love dresses and high heels! Dressing up is one of my most favorite things to do, but when it comes to wear-at-home gear I heavily rely on my old tees and comfy sweatpants—much like everybody else I guess. The good thing about being involved in fashion is that one can actively evolve their fashion sense. Over time you get a clear vision of how you want to present yourself to the outer world. Growth in confidence and quantity of received compliments are also a few of the positive side effects I noticed.
How long do you usually spend researching products for a post?
It really depends on the designer and the item itself. For example: Christian Louboutin gets copied a lot as does Balmain these days. Seasonal trends (like over-the-knee boots for this fall/winter) are also incorporated by most high street retailers. If you are looking for a very special item by a less known designer this is where it gets complicated. You either don't find alternatives at all or they are heavily modified to please the mainstream audience (with a few exceptions, of course). Most of my finds happen to be random while I do my usual shop stalking online. I go by finding the steal version first. It's rare that I am searching the other way round unless it's by request.
What is your process for unearthing great designer-inspired items? Do you start on the with a Google search? Do people tip you off?
As I previously mentioned I find the designer-inspired items first. That's the best way it works for me. I'm sure every woman knows this kind of situation: You want to buy a new pair of jeans and go to the mall, but once you're there nothing appeals to you and you come home empty-handed. It's like Murphy's Law. Of course, there's also the opposite when you are stone-broke and all of a sudden you find the most gorgeous things ever! I try not to enforce it and often times that's exactly when I find the most amazing items. And yes, I also get occasional emails from readers who send me their finds.
Who is your style icon and why?
Cate Blanchett. She is and will always be my number one style crush. Whenever she sets foot on the red carpet, she exudes pure elegance and grace. Cate also happens to be an outstanding actress and a great person in general. Qualities I consider essential for a style icon: personality and confidence. Diane Kruger, Zoe Saldana, Julianne Moore and Thandie Newton are close runner-ups.
What tips do you have for those looking for a designer-inspired piece that hasn't been covered on your site?
If something you are looking for hasn't been covered on InTheirCloset.com, the best thing to do first is to shoot me an email (team@intheircloset.com) and issue a request. You also need to have patience. Retailers need time to come up with their own versions of designer items. This process can take anywhere from a few weeks to several months (that's the downside of designer steals). If I shouldn't be able to come up with something similar, check the stores I feature regularly (on- and offline) yourself. If nothing helps you can still either take the plunge and save for the real deal or if that's not an option: DIY [do it yourself].
What blogs do you read daily...any favorites?
Too many! Half the time I work on InTheirCloset.com gets spent on reading all the feeds of my favorite fashion blogs which include The Look 4 Less and The Budget Babe (budget fashion galore!), Red Carpet Fashion Awards and WhoWhatWear (must-read on celebrity fashion), A Woman and Her Shoes (for shoe addicts), Jak&Jil and Fashion Gone Rogue (for visual pleasure). These are just seven of approximately 50 or more of my favorite fashion reads. Yeah, I think I have a problem. :-).
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