2. Scott
Schuman –
The Blogger
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Schuman was neither
trained as a photographer
nor as a journalist and the
blog began as a personal
project
Schuman could be
classified as a street
photographer and perhaps
even set within a tradition of
social documentary
photography: “I don’t often
think of “fashion” when I
look at my photos...I have
begun to see my images
more as a social
3. The name: The Sartorialist
Scott Schuman is the Sartorialist; Schuman trained in
garment construction and merchandising, worked in
fashion sales and marketing, and ran a showroom
boutique for young designers.
4. Location: The City – Street
Style
Amsterdam, Atlanta, Barbour, Barcelona, Berlin, Bologna, Bro
oklyn, Brussels, Buenos
Aires, Copenhagen, Dallas, Dublin, Florence, Harlem, Hong
Kong, Istanbul, Johannesburg, Las Vegas, London, Los
Angeles, Madrid, Melbourne, Miami, Milan, Montauk, Morocc
o, Moscow, New Delhi, New York, Paris, Pennsylvania, Pitti
Uomo, Rio de Janeiro, Rome, San
Francisco, Savannah, Seoul
6. The layout– topics (tabs)
The Sartorialist‟s approach is deceptively simple:
completely devoid of web page background images, the
look is completely streamlined, using one of the most
basic web page design templates available.
The pared down visuals keep the focus strictly on the
photography.
Posts are presented in chronological order with the most
recent placed firstly
The site daily updated on weekdays
7. The 1st post always
enlarged setting the
theme of the day‟s
posts – can be an
event or even an
inspiration…
8. His photographs
reflect our mood
and character
which is
sometimes best
articulated by
everyday
individuals who
are not per se,
part of the
fashion industry.
9. As well as “ordinary” people he
photographs designers, editors, stylists,
other photographers, and models. Some
industry insiders have become regular
subjects such as Carine Roitfeld and
Anna Dello Russo.
10. Layout
Division
• Right Side: Changing
in relation to the
chosen topic – tab
• Left side: almost
always constant –
Changing element:
the American Apparel
advertisement, which
is always present on
the home page but
randomly appearing
on the other available.
11. Left Side
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•
•
•
•
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•
American Apparel
Advertisement
Categories – Archives
Advanced Search
Option
Random Post selection
option
An advertisement of the
book published as a
collection of his posts
Follow the Sartorialist
on twitter
Follow the Sartorialist
on Instagram
Links
Subscribe
13. Social Media
Coverage
Always present at the
left side of the blog a
reminder of the bloggers
presence in most
popular Social Media.
From Twitter to
Instagram.
Could the most
popular ‘amateur’
fashion photographer
16. Home page
posts –
clicking on a
random post
• Date and title
• A commentary on the
picture taken can be
found in rare cases.
• Social media options
and mail option– used
as communication
means of the post
• Referred category and
tags
• Comments (Total
Number of Comments
appearing as well )
18. Did you like the post?
Share it on the most accessed social media platform
with a direct option available at the bottom of every
post.
19. At the Bottom of the each page
While finishing reading your post the blog provides
you direct access to related posts that may interest
you. If you are a committed reader the blog gives
you the possibility of subscription for daily updates.
20. A different
post
A swift towards less
visual and more
„journalist‟ on retail
mainly issues.
Is this a hidden new
form of advertising
used by Schuman?
21. From 2005 to 2013:
Apart from minor changes to the layout; mainly the
positioning of the tabs – the site becoming more sophisticated
over the years while remaining simple. The most distinctive
change regarded is the reduce of advertising to only one thirdparty advertisement. NET-A-PORTER.COM was the 1st well
known retailer to be advertised in Schuman‟s blog.
22. Evolution
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•
Within the trajectory of the
archived blog entries it is
possible to witness a maturing
of Schuman‟s photographic
skill, particularly with regards
to light and locations.
At the earlier stage of the blog
Schuman would supplement
his work by posting
photographs from other
sources.
The dialogue with his readers,
in the form of either replying to
posted comments or including
a few lines about an image or
idea signaling an unspoken,
acknowledgment from
Schuman that this remains a
personal project.
23. One only thirdparty
Advertisement
American Apparel
It is rather a choice of Schuman to keep
this low advertising profile, and his gaining
popularity has enabled him with the luxury
24. Press
Schuman has become a very popular figure over the last years
in the fashion world.
• The Sartorialist blog was selected by Time magazine as
one of the 100 top designer influences.
26. The blog provides the
reader with an advanced
search engine in order
for the last to access
every possible post of
interest.
27. The Books
The Sartolialist: Closer is
the new collection of
photographs of men and
women who inspire him which
takes a deeper look at
individual style. The edition
has been published by
Penguin Books and is
available in two distinct and
different covers and includes
photographs exclusive to the
book. Meanwhile, there is
also a numbered, limited
edition version of the book in
a larger hardback format,
produced in a stylish slipcase
28. The Books
The successful interpretation of his blogs into something all
journalists or established photographers accomplish, into a
book.
And it is evident how inspired he feels as a result of people and their styles as his photographs seamlessly convey warmth, elegance and gentleness
The rank is calculated using a combination of average daily visitors to thesartorialist.com and pageviews on thesartorialist.com over the past 3 months. The number of links to thesartorialist.com from sites visited by users in the Alexa traffic panel.
