Depending on how you look at it, it?s either a classic example of fiddling while Rome burns, or a masterstoke in brand positioning. In fact, come to think of it, maybe Tumblr?s decision to hire a ?fashion director? and to pay for twenty bloggers to attend New York fashion week is both of those things. Certainly, you might think the company would have other priorities: like solving its persistent up-time problems - an issue that affects far more than the twenty lucky Tumblrs who will ?receive complimentary flights, accommodation, and will be whisked off to lunches, dinners, and cocktails with a roster of to-be-confirmed brands and designers?. At the same time, though, the Fashion Week junket addresses something that might cause even more of a challenge for Tumblr in future: the generation of original, re-bloggable content.
Magdalena Wróbel Connie Nielsen Melissa George Cameron Richardson Chandra West
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