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PHASE ONE | the concept

When your own blog functions as home page, you'll eventually get fed up staring at your last post from 31 July 2013. Then it hit me. It wasn't the medium of blogging I was fed up with, it was the uninspiring wave of posts filling my Bloglovin app and the shallow, repeated images of 'the blogger' (I did one attempt, once. It failed. I didn't have enough different duckfaces and all the kids from the nearby residential area left their Lego castles to look at me, awkwardly posing in front of their elementary school).

Raise your glass to trying-it-again, to the second attempt, to failing. Now drink. Some booze will get you in the right ecstatic mood for what the next sentence will unveil.

A new concept, based on 100% transparency, 'the journey is the destination'-ish quotes and the popularity of peeking behind the scenes. A blog that shows the hours of research and visualisation that is hidden behind inspiration-posts and hysterical outfit imagery. An ode to the art of analysis, a personal approach to the concept of blogging and a practical way of applying the skills I'm being educated as Fashion Brander.

Big words, huh? I promised that already. This blog won't be another portfolio, or a showcase of how great my vision on the fashion industry is (I did some attempts in drunk state, screaming 'Let's play hide and seek. I'm Martin Margiela!'). No, none of that. It should be explaining the why instead of the what and give insight in the many layers of fashion, beyond the catwalk or cash desk.

So, welcome to an experiment, with me as human guinea pig. I have nothing more than these words to explain it to you. The rest will follow in small steps, elements of a process that dress up this blog as the latest trends dress up our bodies.

I heard baby-blue will be big this season.

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