New commercial bloggers surfacing

Much has been noted on the rise of the blogging phenomenon and the faces behind these launch sites evidently to be seen outside fashion shows and around on the landscape: Tavi, Bryan Boy, Stylebubble and now the street style favourite

Anna Dell Russo becoming a household name with her recent H&M collection.

Now their accrued power in reporting shows, trends and styles, has been witnessed by a new breed of blogging faces, who are looking at blogs but instead as brands; as a commercial force through advertising, sponsored content.

A key example is US department store JC Penney whom have taken to partnering with this new stream of bloggers for ad campaigns giving them broader exposure and appeal. Its bloggers provide social media content for brands including Lancôme, Dolce & Gabbana and Gap. "It's harder for conventional advertising to get our attention these days," says founder Yuli Ziv. “Bloggers have readers who are loyal and go to that blog every day."

Navaz Batliwalla, who runs the Disney Roller Girl blog, one of the most noted in this new blogosphere notes the fine line her and her contemporaries must tread to not override the distinction between editorial and commercial content – afterall blogs were built on the idea of voicing a personal opinion through an individualised tone and style. She has gone onto to use her blog as a ‘shop window’ where other work in fashion, such as styling and writing comes through it.

Whilst for others taking blogs into new directions from just high end fashion – for instance corporate office wear to maternity wear – can see users reach 150,000 per month and the influence and power to turn into a full time position.