Vogue

Lucky magazine recently launched the Lucky Style Collective, a network that will make a network of fashion and beauty bloggers true partners of the magazine. {NY Times}

In contrast to the Vogue network, which is closer to a consumer panel than actual network, the Lucky Style Collective will see bloggers contributing content to Lucky‘s website and the print edition. Lucky will also share online advertising revenue with the bloggers on a 50/50 split – fairly standard terms for online ad networks.

Considering that network participation offers both exposure and financial benefits, it’s not surprising that the 50 Lucky Style Collective bloggers are generally more influential than those in Vogue’s network. Mrs. O, the blog that tracks Michelle Obama’s style, and Honestly…WTF are both ranked among the top 99 most influential fashion blogs, and many of the others have immediately visible signs of engaged audiences either directly on their blogs or social networks like Twitter and Facebook.

In our look at how fashion magazines would stack up against fashion blogs online, we noted that recently appointed Lucky editor-in-chief Brandon Holley’s online experience (she formerly led Shine, Yahoo’s US women’s site) would likely make a difference in increasing the magazine’s online influence.

As Lucky joins influential print and web publishers like Glamour and Elle in offering blogger opportunities that extend beyond simple association, it looks like that was more than a lucky guess.

At the top of the list of gainers is Brazil’s Dia de Beaute, who jumped from 131st place in January to 75th in the current ranking. Beauty bloggers in general are moving up the ranks from the US (All Lacquered Up, BellaSugar, Makeup and Beauty Blog) to Spain (Arrebatadora).

Publishers who offer multi-topic coverage with fashion news, shopping and non-celebrity style also seem to be gaining ground. Everyone’s speculating about the future of Style.com now that Vogue has a site of its own, but their Style File blog has gained traction with readers, jumping from the 100th position to a comfortable ranking of 60th, well inside the top 99 of the current rankings.

Then there are the celebrity bloggers. Tavi’s Style Rookie, the eponymous Bryan Boy and Catherine Kallon’s Red Carpet Fashion Awards have appeared in print almost as frequently as the designers and labels they blog about. While the publicity surely hasn’t hurt, let’s give credit where it’s due: our rankings aren’t just measuring traffic, but the ways people engage after they’ve been to the site. It’s not just an influx of visitors, but an influx of people who enjoy what they see enough to share it and come back.

Then there are the men. If you thought women loved shoes, you haven’t been paying attention to the men’s fashion bloggers who have pages of posts profiling the latest sneakers down to the detail. You’ll also find style enthusiast obsessing over the most interesting watches and accessories, as well as what clothing is hitting the racks. While they may not be the first sites that come to mind when you hear the words “fashion blog,” the guys are no slouches in the influential style category.

We think it’s great to see how fashion bloggers like Tavi — who start out with absolutely zero connections — can make such a splash and inspire both everyday people and the higher-ups in fashion.  Style is something that everyone can (and should) be a part of, and the incredible influx over these past few years of fantastically-heeled (yet incredibly personable) fashion bloggers helps to instill a feeling of intimacy in an otherwise intimidating industry.

Bon voyage, Tavi!  Bring back lots of stories!

Read the full story {WWD}