Taking a Tumble

Tumblr Taps Bloggers for New York Fashion Week: Take Two!

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On Tumblr’s staff blog today, the company kicked off  New York Fashion Week by announcing a partnership with Milk Studios to cover the event . The post was written was Matt Hackett, Tumblr’s former VP of engineering who switched over to head of brand strategy & marketing in September. Milk Studios is a photography studio and conglomerate of “seven companies that stand at the intersection of fashion, photography, art, and film.”

As part of the partnership, Milk Studios put together a team of five “local emerging voices in fashion from Tumblr to cover the events,” to cover the events. Tumblr has set up a home base for all Fashion Week coverage using an NYFW tag, or you can follow these five bloggers on their individual Tumblrs: Alex, Bryant, Chloe, Lucie and Miguel. Katherine Barna, Tumblr’s head of communications, told Betabeat by phone that this is the third season in a row Tumblr is partnering with Milk Studios.

Betabeat was the first to break the news that during New York Fashion Week in September at least a couple fashion brands were extremely distraught over the way Tumblr handled attempts to monetize the semi-annual event. At the time, a proposal was leaked detailing Tumblr’s plans to sell ads and exposure to willing brands: Read More