Host was Mary Scherpe from the Blog “Still Berlin” and “Quit Contrary”. She introduced us to Suzy Menkes (International Herald Tribune) who was attendant per Videointerview, Imran Amed (Business of Fashion), Markus Luft (Gala Germany), Christoph Amend (ZEITgeist), Sven Schöne (K-MB Ageny for Brand Communication, Annette Weber (InStyle Berlin).

Some topics which were discussed from the speakers:

The Bloggers are the new celebrities in the frontrow of Fashionshows because they are the opinion leaders at that moment. The attention wasn’t considered as huge as it is at the moment. There are some companies which recognize the quality and passion of a blog and get together in a business relation ship in anykind of forms.

Suzy Menkes mentioned that the content of a blog is so straight and direct that the audience like this direct influence. You have opinions which a regular magazine with adverstisement contract couldn’t do that. In a blog you have much more place for current creativity and innovative ideas than in a print magazine with a given process.
Blogs posts from little badges up to big fashionshows. Everything what the Blogger choose has his place. The todays young generation is used to share that much information and get in contact much more and stronger than the older generation. Fashion is getting a commentary more integrated in the everyday life than ever before. E.g. you show your boyfriend the dress you will wear tonight. Everything is in a moving process.

Imran Amed discussed the contexte and synergy of blogs and companies. The succes of blogs is basically because other opion came into the field where before only Models and Designers were the players. Now everything behind the scenes is so real and you get comments of Stylists and Ceos. The untouchable Scene is transformed into a more transparent Business. The world is at present in a information revolution. The reason why the companie