About I am Fashion

Q: What inspired you to set up your blog/site?
We started a blog because we wanted to have a place where trends and fashion from the runway and on celebrities can easily be understood and translated into down to earth, youthful street fashion. Back when we first started, there were a lot less fashion blogs. It has also given us an excuse to go window-shopping around the internet!


Q. So why did you decide to do a blog instead of a site?
We originally wanted to do a general teenage site, but we realised we wouldn't have enough time to do a complete website, (not to mention that we are html-challenged and not teenagers anymore). So we decided to focus only on our main passion- fashion and beauty (obviously). And also since blogs are more user-friendly and easy to setup, we decided on a blog instead of a website.


Q. How did you come up with your name?
We wanted to the name of our site to be catchy and actually mean something. Back then, we were in love with Chanel's classic elegant style, (and still are!) and decided to name our site from a phrase out of a Coco Chanel quote: 'I don't do fashion, I am fashion.'

Q: What challenges have you faced in regard to establishing and maintaining the site?

Our greatest challenge in establishing our site was in creating a background layout. Since we're technically challenged, for our first two background layouts, we had to get a friend to help us. But since then, we've learnt a few things about html and photoshop to be able to do simple layouts by ourselves now. As for maintaining the site, the most challenging thing is probably to finding the time to update it daily. But since blogging is something we enjoy doing and we have each other to cover for us when we're busy, it has actually not been that hard.

Q: What does a typical day at I am Fashion look like?
Our "office" is just wherever our laptop is, we've blogged in cafe's, airports and libraries. Although usually, we just work at home surrounded by . . . all our wordly belongings from our precious shoe collection to piles of schoolwork!

Q: Do you blog for fun or as a career? If for fun, how do you manage your time?
Yes, we blog for fun as a hobby. Sometimes, blogging is surprisingly therapeutical after a day of school. Time-wise, yes, we must admit that there are times when we are a bit push for time. But the good thing about being in a dual is that one of us can always cover for each other if the other really doesn't have the time to blog. And we like that we're pretty reliable and think along the same lines.


Q: How much time does blogging take up everyday?
It depends on the nature of the post. But typically it takes around 1-2 hours per post.


Q: Where do you come up with topics to blog about?
We don't have one specific source of blog topics. We just get our blog ideas from things in our daily lives -from what we discuss with friends to something we saw on the streets or websites. We think of our blog as a scrap book of sorts of the random fashion thoughts that occurs to us in our daily lives!