As a supermodel–and here Betabeat can only conjecture–the product you’re selling, essentially, is you. Your matchstick stems, all the places you go, your cool attitude = you. Therefore, as with most celebrities (and increasingly regular humans) run-of-the-mill personal brand building on social media is directly tied to revenue.
But even if Coco Rocha‘s entire extended Canadian family depended on the number of her Instagram followers, you still have to respect the 24-year-old’s commitment. We discovered as much this afternoon at panel run by Decoded Fashion hosted on the mouth of a runway at Mercedes-Benz Fashion Week.
Taking a Tumble
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: