Travel with the World Wide Wardrobe

The World Wide Wardrobe is a collaboration between a group of rising journalists and fashion experts who first met at Conde Nast College of Fashion & design in London. The project has only been running for a year and they have already won multiple bloggers awards. They recently covered our own brand, Label, and you can see their coverage here. We sat down to interview them in turn to find out more about the project and the inspiration behind it. 

Please, could you introduce yourself, and tell our readers a little about the World Wide Wardrobe?

The World Wide Wardrobe consists of a community of creatives – a diverse mix of countries, professions, and lives, with fashion in common. We set out to create a platform focussing on sharing street style from all over the world, as well as features and articles. I am the sub-editor, which means that as well as creating and sourcing my own content, I edit the work of others and run some of our social media day to day!

What was the initial inspiration behind the project?
The idea was born while I and most of the team were taking a summer course at the Conde Nast College in London. We had been working on the idea of blogs and digital fashion media, and noticed that, while blogging as an industry is incredibly full and diverse, the majority of blogs focus on personal style. We simply hadn’t seen a single website that covered worldwide street style – and since we felt it was missing, we decided to create it ourselves! The college itself really helped bring us together, because we were a group from all over the globe united by fashion and creativity.

How many countries have you highlighted fashion styles from?
Honestly, I lose track of how many! We’ve featured styles from most of the continents (save the poles of course) and our content comes from incredibly diverse locations – Japan, India, Dubai, America, Brazil, the UK, to name a few.

Who works on the project/runs the team?
Our editor-in-chief is Abigail Cullis – she was the one who originally proposed the idea and pitched it to the students on the Conde Nast course, and she has taken on most of the responsibility of liaising with the web designer and trying to keep everyone motivated! We’ve got around 30 contributors at the moment, who upload content whenever possible, and then there is our smaller team of editors – only Abigail and I can publish content, so we have final say on everything, but there are others working on marketing, ideas for future directions and rebranding, and of course social media.

What have been the highs and lows of the experience so far?
The highest point for me was definitely being nominated for the UK blog awards (in two categories!) only a few months after going live! Even though we didn’t win, it was amazing to already be recognised. I get little high points every time I see new content coming in, too. There haven’t been many lows, but I’d say the hardest part was the creation of the website – I’m not exactly tech-savvy, and there was so much work to be done on web design.

How do you think fashion can be used to express people’s identities?
In my opinion fashion is one of the most basic and accessible forms of self expression. Even people who claim not to follow fashion still choose their clothes, and defying the trends is a statement in itself! That’s why it’s so interesting to capture street style – it’s an outward demonstration of creativity, while certain trends imply belonging to certain groups, and it’s the perfect way to express your mood as you can change your image every day. I’ve never dressed for weather, only ever for the way I feel when I get up in the morning.

What inspired the title ‘World Wide Wardrobe’?
The name was Abigail’s idea, completely – it encapsulates our brand perfectly, with the emphasis on our global reach. It’s also a play on the world wide web!

Do you think people can be united from across the world by fashion?
As a concept, yes, because it’s an incredibly creative and artistic sphere which is (relatively) accessible to everyone – it’s not all luxury haute couture, it’s a form of expression which only increases with your creativity. But what we enjoy celebrating is the diversity and individuality of fashion. The fact that the trends, both prompted by designer brands and created on the streets, are interpreted differently in different cities and countries by different people!

Anything else you’d like to add?
Yes! I’d like to let everyone know that we’re always looking for new bloggers to expand our community – we may have started at CNC, but we’ve already got new members from across the world. So whether you’re interested in writing articles, or you feel your city or country isn’t represented, head over to the site and apply to blog with us!