I feel like I don’t go a working day without falling into an impassioned conversation about the evolution of the digital space. Australia, in particular, has been a bit of an enigma – fast on the international uptake of e-commerce, blogs, and news sites, but skeptical about local landing pages. Not dissimilar to our standpoint on ‘up-and-coming’ Australian talent. You think you’re all that? Prove it. Until (of course), they reach global acclaim. Then we’re all over them like white on rice.
For that same cynicism (though not without that Commonwealth smirk in black humour), websites like Pedestrian.tv, Junkee and Buzzfeed have found extraordinary success. Among other important life questions, they cover fashion from the standpoint of an incredulous onlooker who relates more to Ben Stiller and Owen Wilson’s nose than the actual Valentino gowns in question. And Facebook (where most of the aforementioned appear to get their click-through traction) eats that up.
That is not to say that I shot Astrid in Valentino gowns one snowy day in New York so that the general population would jump up and exclaim: but of course – that’s the brand that did the Zoolander thing! Hardly. But what Miroslava Duma’s Buro24/7 empire does hope to propagate in its Australian advent – a more culturally angled view on that ever inaccessible international fashion industry and more importantly, a springboard for Australian talent (rather than a privilege, so to speak) – is something I’m happy to be a part of.