
Jess Cartner-Morley in yesterday's Observer, interviews Scott Schuman, aka The Sartorialist, who has perhaps the single most important fashion blog.
Armed with a Canon G5 camera, Scott Schuman, aka The Sartorialist, has created a photo blog that is required reading for the fashion industry - despite featuring no celebrities and barely any It bags. With his portraits of real people who look great, Schuman "has firmly established himself as a fashion authority", says Natalie Massenet, founder of Net-a-Porter.com and a pivotal figure in the fashion world. "We are huge fans of The Sartorialist at Net-a-Porter. The photography is sharp, the commentary astute, and we love that it celebrates individual style."The celebration of the individual is at the core of what makes The Sartorialist different. By avoiding pigeonholing the subject into "tribes", Schuman has subverted all the rules dividing street style from high style. What's more, he may just have stumbled on the only people left who have the mystery necessary to capture our imagination as style icons: normal people, not the ones in reality TV shows, but the ones in real life. Clare Coulson, fashion features editor of Harper's Bazaar, finds the site compulsive viewing. "I am way more interested in what people on the street are wearing than I am in celebrities, who I just find quite dull these days. The Sartorialist is such a simple idea, but so clever. It's like those moments on the street where you see someone who looks fabulous and you wish you were them."
























