How’s this for a job description: wander around fashion hotspots and take pictures of people that look good.
Take your fancy? Critics may argue it sounds like a prescription for an injunction but for Scott Schuman, creator of fashion blog The Sartorialist, it has become a recipe for worldwide renown.
Schuman, former fashion director at US department store Bergdorf Goodman, says he started the whole thing on a whim. “It’s a simple idea and doesn’t cost anything to begin. I just kept it focused and tried to stay consistent,” he says.
That consistency, along with the blog’s simple presentation and frequent updating, keeps viewers coming back daily. One other ingredient is crucial, and that is Schuman’s keen eye.
He says: “In Milan you see great guys, Paris is all about the women and Stockholm is for the kids. In New York you get the vintage stuff and the sexy but quirky girls. But in London you never know what you’re going to get. It’s eccentric.”
The fact is that in any gathering of fashion journos a mention of The Sartorialist is inevitably followed by an outpouring of enthusiasm. Schuman has become the fashion reporter’s fashion reporter.