There is a long discussion in fashion on whether the role of bloggers is exaggerated or not, and what is the future of bloggers in the industry. When the phenomenon started a couple of years ago, bloggers were welcomed and treated as special guests of the shows. It is a moment when the myth about an ordinary life of a blogger started to evolve: tons of presents from the top designers, payed flight and hotels during the fashion weeks period. According to Bryanboy (one of the most popular bloggers in the USA with an IMG contract), the reality of blogger's life is quite different from what we can imagine. In the article by fashionista.com "The unexpected costs of being a fashion blogger", Bryanboy is revealing that "most of what I earn definitely goes back [into the business]" and that “the notion that bloggers are being flown left and right, all expenses paid, by brands during fashion week is simply not true for everyone." Moreover, recently The Wall Street Journal reported that IMG (which runs Mercedes-Benz Fashion Week in NYC) plans to cut media guest lists by 20%, which mostly includes fashion bloggers. Some media has already proclaimed "the dawn of the era of fashion bloggers", but this can't be applied to those people, who managed to transfer themselves from bloggers into celebrities. One of such examples is Eleonora Carisi, famous Italian blogger and the owner of a You Shop concept store, which sells items created by emerging artists. She started her blog JouJouVilleroy in 2004 which quickly becomes one of the 50 most popular Italian blogs. Eleonora's down-to-earth approach and friendly persona rewarded her with great amount of fans across the world. About the way she lives and works Eleonora tells us in our special interview.

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