There are buckets of reasons why I’m glad Mimi is my on/offline writing collaborator and dear friend – but surely top among them is her capacity to deliver much-needed kick-in-the-ass motivation from thousands of miles away. At least that was the effect of her two previous blog posts for me this morning.
I’ve had a bit of blogger’s block lately — but it isn’t for a lack of topics to write about. For example, I’ve been following the news and campaigns about fashion philanthropy (specifically, the Fashion Delivers campaign for Haiti and the LA Times‘ piece on Dress for Success) and wondering how much the overstatements about fashion’s capacity to “empower” and “save,” while no doubt commensurate with the prevailing lifestyle politics of neoliberalism in which consumer power is made co-extensive with political power, is also a kind of false bravado that betrays fashion’s own inferiority complex about its social significance.
Add to that, Angela McRobbie‘s admonition (also bouncing around in my head lately) that fashion “colludes in its own trivialization.” Here’s the full quote from the essay, “Fashion Culture: Creative Work, Female Individualization”:
In the absence of a lobby of policy-makers arguing vociferously on behalf of this autonomous sector, and for them to have access to low-rent urban retail spaces such as market stalls, lanes, corridors, and other cheap locations, when designers do find themselves in difficulty they are judged by a model which deems them simply unviable and the fashion press fatalistically announces another fashion label going out of business. Despite the profusion of fashion magazines, the expansion of the fashion media including television, and the appearance of academic journals devoted to fashion, there seems to be no coherent map of the field, which in turn encourages government to rely on simplistic accounts. In this sense, fashion lets itself down and colludes in its own trivialization.
In 2002 when McRobbie wrote “Fashion Culture,” fashion bloggers weren’t nearly as visible as they are today, so she didn’t mention them or any other members of the “creative proletariat,” like online and print magazine editors who finance their own publications. But like independent fashion designers, many bloggers and editors are being edged out by the corporatization of the cultural economy as well. It is increasingly difficult — almost untenable — for independent designers, bloggers, and editors to sustain their cultural projects without some form of material or immaterial corporate sponsorship (i.e., a feature story in a giant media outlet like the New York Times, affiliate marketing, direct ad sales, banner advertising, etc.). All of the social media outreach events planned for the upcoming Fall 2010 New York Fashion Week which, as Mimi puts it, are “aimed at cultivating new contacts and nurturing existing collaborations between fashion bloggers and captains of industry” attest to this.
Fashion and style bloggers understand that the support (material and immaterial) of fashion giants like the Chanel company, Marc Jacobs, or Vogue brings with it an enormous amount of cultural capital that can launch them into the stratosphere of fashion/media. And I certainly don’t begrudge the fashion blog elite the corporate love they’ve received — we’ve considered and continue to consider different strategies of monetization like speaking gigs, consulting, and commissioned articles. (Though we’re not opposed to advertising, the opportunities we’ve been presented with haven’t been right for us yet.)
Fashion bloggers and social media discourse celebrate — quite automatically now — the independent, DIY, and democratic spirit of blogging. Consider this quote about blogging from Jennine Tamm Jacob (The Coveted) in the video Mimi re-posted:
It was something that I could do. I could just set up a blog myself and I could write about whatever I wanted . . . it was just me doing my own thing and I found that to be really liberating.
But in understanding the cultural and political economies of the fashion blogosphere, it’s important not to gloss over the fact that computer-mediated communication technologies and digital labor are deeply embedded in capitalist logics.
My 3-part blog post on the state of the fashion blogosphere has had many iterations — a pocket-sized and abbreviated version appears in Style Sample Magazine, issue 5, and there’s a revised and expanded academic essay I’ve been working on as well. In the expanded essay, I point out that the new digital work order in which fashion bloggers labor is shaped and limited by capitalist logics. For example, the structures of digital temporality (i.e., timestamps, the organization and archiving of posts in reverse chronological order, etc.) continue to naturalize and positively secure capitalist valuations of productivity, punctuality, and accumulation (of symbolic, cultural, and material capital). Working overtime (if we can still use that concept in the “flexitime” of digital temporality) is de rigeur for fashion bloggers, especially because their productivity must keep pace with the accelerated rhythms of the fashion-beauty complex organized and driven by the capitalist logic of the New/Now. In other words, the spirit of capitalism and its ethic of dogged and steadfast productivity permeate the digital creative labor of fashion blogs even when that labor is “free” (that is, both free from the 9-to-5 workday/workplace and also unpaid).
So while digital technoculture scholars and fashion bloggers alike celebrate the Internet for enabling the flexibility of work and work hours, it may be that we no longer need the external regulatory mechanisms of the Industrial Age (i.e., factory clocks, etc.) because in the Digital Age, we are self-monitoring and highly multi-tasking subjects whose body, image, and time — commodified as cultural goods — are produced, distributed, and consumed in a global cultural economy that is unprecedented in its pace and efficiency.
It’s little wonder, then, why I’ve been feeling guilty about not posting! And I’m hardly alone — consider how many and how often bloggers apologize for their lapses in posting. Such guilt illustrates the affective economies of digital capitalism as well!
As a salve for this capitalist guilt, I have to remind myself that I’ve been highly productive offline — writing chapters at a maddening pace (for me) and loving (most) every minute of it. All free creative labor, but nevertheless . . .
I have to admit, though, it hasn’t been all work for me. I’ve also been quite distracted and all dreamy about Julie Wilkins’ London-based label, Future Classics, which I’ve only just discovered! (How did I not know about their deconstructed jersey deliciousness and their diaphanous silken wonders until now??) Now, should they want to collaborate on some affiliate marketing . . .