WWD talked with Federica Salto, Italian fashion journalist, and Stephen Spear, professor at London College of Fashion, to better understand the phenomenon behind the emergence of fashion newsletters.
, which is now being carried out through different outlets. This is why Salto believes that “it is now clear to everyone that journalists can no longer wait for readers to arrive…today a reader is no longer just a reader but also a user, expecting and wanting to be part of the information and not just succumb to it.”is less about browsing and more about reading something deeper and more niche.
Not everyone can open a personal space as a newsletter and expect large numbers of readers. In fact, Spear said, “If a journalist acquires recognition, their subjectivity becomes important and their own experience becomes interesting. I think that individual journalists can become the right brand. They are also more free to talk about certain matters without limits or restrictions imposed by big magazines and newspapers.
After seeing that her newsletter was working, having reached 150,000 subscribers after one year, Salto decided to open also a second one to offer more content, called “On Wednesdays, we wear pink,” where readers have to pay a fee in order to be able to receive it. She said that “luckily, many of my readers wanted to support the project, so I kept the main newsletter which is free and open to all but then opened a paid one to those readers who want to receive extra content.
Right now, Salto is working at new extra content through “two monthly appointments in which new, youngtalk about fashion – I will take care of the selection and will support the editing. I really want it to become a space where those who cannot find visibility through traditional channels feel they have a space where they are valued for their work.”
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