Over the past seven years, bloggers and digital influencers have become a critical part of the fashion industry. Platforms such as Instagram have turned bloggers into an accessible point where consumers can get style advice and inspiration.


Internationally the blogger phenomenon has been well received, and bloggers are included in fashion weeks and global campaigns. Last year blogger Chiara Ferragni made $8 million, showing the world that the industry has moved from simply being a hobby into a serious business.


In South Africa we are seeing the rise of local bloggers and many brands are starting to wake up to the potential of using these bloggers in their campaigns. In the past, bloggers haven’t really been considered a part of an important event like fashion week, but that is slowly changing.


At this year’s Mercedes-Benz Fashion Week Joburg 2016, African Fashion International supported The Threaded Man in launching the #TTMexperience. It was created to give bloggers a tailored experience that would allow them to be part of fashion week. In addition, by having an inside view of the event the bloggers could create unique content, ranging from street style to exclusive MBFWJ16 events.


The #TTMexperience worked exceptionally well as we hosted top bloggers Aisha Baker, Tebello Motsoane, Lulama Wolf, Anelisa Mangcu, Twiggy and Prime Obsession amongst others. These are the highlights from the #TTMexperience. You can also search the # on social media to see what went down

Shot by : Cedric Nzaka