Meet Fashion Blogging’s Top 2%

The Spring 2013 Style99

style99-spring-13We’ve just finished the Spring 2013 Style99 ranking, and it’s the most significant update yet. What started as a ranking of 250 blogs nearly 4 years ago has now grown to a starting index of more than 5000 (!) fashion and beauty blogs.

Not just any fashion blogs either. All of the blogs included in the index used for the ranking are recently up to date (as of March 5th), and have a majority of content focused on fashion or beauty.

Personal style blogs dominate the top 99 – 48% of the blogs are about what certain girls (and  guys) are wearing and wanting, but even within that subgroup there’s a diversity in content. Consider the personal style blogs like Man Repeller and Style Bubble – a blog that’s been in the top 99 of every ranking we’ve done, where the thoughts of the day generate as much interest as the outfit of the day. Then there are sites like Style Like U and the Coveteur where the style is personal, but focused on a different person each week – the ultimate for those looking to shop their own closets for inspiration.

A few highlights from within the personal style category:

Gabi Gregg of Gabi Fresh is the first plus-sized personal style blogger to crack the top 99. Le Blog de Big Beauty is at #101, and incredibly close to pushing through. While the personal style category has a certain formula, the “f*** flattery, I want fashion” approach from both ladies is resonating with readers. Runways may follow an exclusive formula (taller than average, thinner than average, less Asian, Black, Latino or Middle Eastern people than the world actually represents), but readers are showing that style inspiration comes in a diversity of shapes, sizes and colors. We can only hope designers and brands eventually take note.

Camila Coutinho of Garotas Estupidas is the top personal style blogger in this ranking. In Fall 2012’s ranking she entered the Top 10, and continued to climb to number 4 overall with a mix of personal and celebrity style. She leads the Brazilian bloggers, who represent the largest number of non-US bloggers in the top 99 – something remarkable in the fact that none of the Brazil-based blogs are translated into English. With national audiences alone, Portuguese speaking readers are pushing these independent publishers to levels most often achieved through international expansion (through English-translated) content. Parabens! to all of the stylish girls from São Paulo, Rio de Janeiro and beyond. We don’t have a girl or boy from Ipanema in the top 99 just yet, but there’s no doubt there will be soon. Beyond the top 99, blogs 100-199 have a strong Brazilian presence as well.

Personal style newcomers to the top 99 include Keiko Lynn at #99, Revenge star Ashley Madekwe at #98, Olivia Palermo at #96, Julie Sarinana of Sincerely Jules at #83, Karla Derass of Karla’s Closet at #82, Bruna Vieira of Depois dos Quinze at #50 Wendy Nguyen of Wendy’s Lookbook at #63, Laureen Uy of Break My Style at #61, and Camille Co of Camille Tries to Blog (she’s doing more than trying) at #25.

Among the guys, Pelayo Diaz of Kate Loves Me proves that the only bad publicity is no publicity, and moves to #65 (previously #83). Joshua Kissi and Travis Gumbs of Street Etiquette move up 7 spots to #31.

While a visual response to the “what are you wearing?” question is one of the surest ways to building a successful audience, it doesn’t always have to be about one person.

Newcomers outside of the personal style category include Black Fashion (#89), Fifi Lapin (#76). We’re almost certain Fifi is the first rabbit, and non-human to make the list. Take that fashion cats!

As for top movers and shakers, no one moved more than Ari Seth Cohen‘s street style blog focusing on a certain demographic.

Advanced Style, which focuses on style from the 60+ set jumps to #2 worldwide on the strength of strong social engagement, proving that when it comes to style, size and age are nothing but numbers. At least according to the numbers (read more about the methodology here).

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