Do you aspire to dress like a blogger?

Adam Tinworth
Adam Tinworth

I got an e-mail from Next (the clothes and homewares people, not the conference people) earlier. This is what it looked like:

A Next blogger ad

Yes, Next is selling “blogger style” as a look.

Is there any other industry where blogging has been so throughly assimilated into the way it operates as fashion? Tech, I suppose. But other than that?


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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.