The Devil wears Prada and discloses it, unlike some fashion bloggers today

Do we really know how much fashion bloggers earn from their presence in the digital world?

An investigation by the Australian Women’s Weekly (AWW) has provided an insight regarding the business practices of fashion bloggers.

In its recent March issue, AWW published the Instagram rate card of Roxy Jacenko’s fashion blogger agency Ministry Of Talent.


Prices varied from $850 to be featured on Sydney Fashion Blogger’s instagram to $200 to get broadcasted on her daughter Pixie’s Instagram.


Fashion Bloggers and popular social media personalities are becoming human billboard spaces that brands are increasingly willing to pay for.

There is no issue with bloggers being paid or choosing to engage in business rapports with brands. It’s innovative and forward thinking. What is an issue jeopardising the authenticity and credibility of fashion blogging as an industry is the lack of transparency and disclosures of commercial arrangements.

Jacenko spoke to Mumbrella, saying that ‘social media is a new territory and given this there is going to be challenges in finding a clear path’.

It is our job as PR professionals to steer and encourage this new manifestation of business in a direction that is transparent and law-abiding because it can be done without compromising the essential nature of fashion blogging – it just needs to become a regularity. The quirky sister duo from the How Two Live blog provide a good example with their highly acclaimed collaboration with Windsor Smith shoes.




Laura McWhinnie, a blogger and digital creative wrote an article for Mumbrella here, highlighting the importance of disclosure and the ease with which transparency can be achieveed in the industry. It all comes down to trust. Consumers don’t want to feel duped by people they follow on social media. It’s as easy as disclosing everything, using third-party services and staying true to your brand.

Adhering to these simple recommendations is given greater incentive by the Australian Competition & Consumer Commission (ACCC), ruling new regulations stating that fashion bloggers who continue to talk up products on their social media accounts without disclosing financial compensation run the risk of breaching the law.

Tools such as compliance software for social media need to be established and used. Strategic Services Agency, Social Media Explore wrote an article highlighting the glaring hole in helping brands create and manage more effective disclosures. PR professionals have the opportunity to take initiative in this niche of the industry and help create tools to facilitate fashion bloggers in disclosing their business rapports.




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