Fashion Blogging in Cameroon: The Case for Substance Over Mockery

This is one of those articles that I had a hard time finding a good title for. I don’t think this one does this article justice. In truth, I’m not questioning our thought perspective on fashion but the manner in which what one could call the authorities on the matter are approaching it. By authority, I am talking about the few platforms, pages, blogs (whatever you want to call it) that pretty much specialise in talking about fashion in the entertainment industry.

I am going to talk about one of them in particular without necessarily naming them because although this may come as an attack, it is really not. The end result I hope for, is that we reflect on how to build things for our industry.

This particular platform has a name that is reminiscent of a show hosted by the late Joan Rivers on E! I’m talking about "Fashion Police" for those who didn’t capture it.

The “BROKEN” premiere made us see the best of the best and the worst of the worst on the red carpet. The theme was a difficult one to pull off and so, those who did, really tried. But there were some who didn’t at all, and this platform on Facebook, that I mentioned earlier, put up pictures from the première.

So, what intrigued me about them was the was the caption that accompanied the photos of the people who didn’t pull it off, or even simply just wore some terrible outfits. The caption seemed aimed at only mocking rather than saying anything else. It seemed that they putting up pictures of those who dressed well was a subterfuge to sort of balance the equation.

I scrolled down their page past the “Broken” premiere pictures to the other pictures and the same thing repeated itself. Mockery, thinly-veiled insults and borderline vitriol for some people on the pictures. It was almost as if they had personal problems with the some of the people featured.

BUT WHY?

That’s when I started to ask myself, wouldn’t it be beneficial if they focused instead on producing some value. Let’s not forget that Joan Rivers, for all the jokes she made about red carpet appearances was well-versed in the fashion business. Let’s not also forget that on the show, she was always accompanied by three or four stylists who, though they laughed at her jokes, were actually there to give meaningful commentary about fashion and why X or Y celebrity dressed well, or how X or Y celebrity could have looked better or how X or Y celebrity could have accessorised better.

You could watch ‘Fashion Police’ and take down notes as if you were in design school and attending a Fashion 101 course. That was because, despite the laughter, there was always a takeaway.

So what is holding this platform (or anyone else for that matter) from following a value-producing approach and rather than looking for cheap laughter, do something that has a real and positive impact?

What is holding this platform from producing content that features a “Style of the Day” that takes the picture of any celebrity and in detail, say why their outfit is good and how the fitting is good?

What is holding this platform from posting a video of an actress who went for an event and perhaps didn’t match their blouse well with their skirt, and then photoshopping onto the actress’ blouse, a different colour that makes a better look?

What is holding this platform from going through Instagram and looking at the very many Cameroonian fashionistas (like @mercyalamode on Instagram) and stylists (like Jessyka Fon) and sit them down for interviews and have them give their opinion about trends, red carpets, and their own personal style?

What is holding this platform from featuring Cameroonian designers like Brenda Chuinkam or Claude Kameni (who worked with Janet Jackson) or Don Murphy, or the sisters behind the ELOLI clothing brand on a podcast so they talk about their struggles and triumphs as designers and what advice they could give to others who want to get into the field?

What is holding this platform from reaching out to actors, musicians and asking them to send the names of their stylist and building an online picture catalogue of their work which people can access, even pay for, to see which stylists they might want to work with?

What is holding this platform from doing ‘The Evolution of the Style of X,Y celebrity?

What exactly is holding them? The answer is NOTHING.

But I guess cheap laughter from an audience which doesn’t help by not demanding for more is an easier route out. Or is it that the persons running the platform themselves don’t know jack s**t about fashion themselves and so snarky captions that were washed in the same bowl as Pontius Pilate’s hands that say “what do you think about this dress?” but really asking people to insult the person is an easier route out.

But then again, most of our self-proclaimed fashion bloggers in Buea can’t tell a clutch from a minaudière, or even a satchel from a barrel bag.

In any case, you would have guessed by now that no one (to my knowledge) is doing what I just described above. So if you are reading this and you like fashion, draw yourself a business plan and a digital content marketing plan and use my ideas up above. Build yourself an audience and make yourself some money.

If you don’t know how to do a business plan or a content marketing plan, reach out to Tino Foy.

- Wandji Wilfred

. ***Featured on the cover photo is Brenda Chuinkam. Brenda Chuinkam is a Cameroonian fashion designer living in Canada. She is a founder at 'Melapteh,' an online African fashion consulting agency also providing select ready-to-wear garments from various brands.

Melapteh means "thank you" in Mendzumba, the language of the Bangangte people. You can follow her on Instagram @theankaraqueen. You can also follow Melapteh on Instragram @melapteh. Cover photo by Dina Attalla