Photos: ALINA SEPP
Text: KATYA ULITINA
Charming influencer and founder of The Parisian Man blog, Rudy Lauer unveiled for us the world of men's fashion blogs. We discussed the common mistakes in men's looks, the upcoming fashion trends and a blogger’s daily routine.
How did the blog story begin?
When I was twelve or something, my parents held a kiosk in the south of France, and I enjoyed staying in my room and looking through the fashion magazines - I probably did this every weekend for five years! I was fascinated by the combination of colours and textures. The hobby turned into an addiction, an addiction turned into a career. For fifteen years I have been working as a commercial director in pret-à-porter. This allowed me to get acquainted with distributors, stylists, company managers. I have learnt how to select clothes and work with silhouettes. I hungered to work in fashion ever since I graduated from a university, and I liked working with visual content as well. At some point, I started to take photos of interesting silhouettes and looks with my phone and post them on Instagram. And then, I realised that even though the picture can be quite explicit, the associated well-written text would turn it into a mini fashion guide. So the blog was born: the transition seemed really natural.
What was the world of fashion blogs like when you started out seven years ago?
At that time, the world of male blogs was empty, there were no more than two or three good ones. By the way, that was something that pushed me: I saw that there was a demand for fashion bloggers, people in Instagram were getting interested in where I found clothes for my pictures. They wanted to know more about fashion: I decided to give them this knowledge.
And how is this world changing today?
Nowadays, men's fashion blogs doubled, the new generation is pretty efficient, ideally organised and well-coordinated. I got a feeling that it absorbed everything that was created in the last three or four years, rethought it and acquired its own uncommon style. Today's bloggers are better diversifying, they cover different themes from street-style to hi-tech.
"I was fascinated by the combination of colours and textures.
The hobby turned into an addiction, an addiction turned into a career".
What is a typical blogger day like?
Today I spend the morning at the hotel, I do more and more collaborations with them. I review them through photos and articles, share my impressions on the rooms and the service. Often that is where I organise photo shoots or interviews. I look through new collections and new tendencies, I arrange meetings and business dinners. And, of course, a lot of Instagram: I upload a photo, usually in the morning, and I try to answer as many comments as I can, which is rare enough for a blogger. I would say that Instagram takes 20 to 30 percent of my time. However, I never work in the evening, this is my principle. Influencer work is very energy-consuming: the whole life revolves around blogging, and it's hard not to get lost in virtual reality. The blogger does not have time to live in the real world: you need to take pictures of it! That is why I find it much important to find time to see friends and live the present moment.
What are the main differences between male and female blogging?
The very first difference is in the content itself. Female bloggers often write personal, almost intimate posts: about makeup, underwear, romantic trips. Male bloggers, on the contrary, do not cover the subject of underwear at all. Beauty products are getting common in men's blogs, but it remains quite niche. Travelling is our common point, but hi-tech, cars and music are still the prerogative of men's blogs. I do not want this to look like a cliche, but that is the distribution of themes between guys and girls for now. Secondly, the relations between male bloggers remain very friendly and respectful, without subjective criticism, while competitive spirit prevails between female bloggers. Also, female bloggers normally write longer posts than male ones, they have a better frequency of posts as well. Girls post every two days, while men, even from large blogs - two or three times a week.
Can this be explained by the rivalry?
Good question ... I do not even know. I would say that a woman's blog is initially similar to a diary she shares her secrets of make-up and style with, and where she writes about something more personal. A male blogger writes about things he likes from the "outer" world: there is a great car, these are great headphones.
What kind of further development of your blog do you imagine? What new topics are you going to raise? Do you plan to do something completely different in the future?
I would be interested in using my acquaintances and my experience in the fashion world to make collaborations with brands of clothing and accessories, to create capsule collections and to progress as a stylist. As for the blog, I would like to go beyond the subjects I cover today, to create a small team of bloggers and influencers, write articles together and share ideas. For me, this is a stimulating scenario for the blog.
What aspect of the blogger's work do you particularly like?
Recently I caught myself thinking that I'm more and more like doing photo editing. And, certainly, a very important aspect of blogging is my community on Instagram. It takes a lot of time, given the number of messages and comments I get on a daily basis, but this is such a necessary human, for once not virtual, side of my work.
You explore different styles on your blog. And which is your favourite one?
At the moment I am keen on Scandinavian style, the minimalism and the symmetry. I started to be drawn to simplicity accentuated with captivating details. Beneath the colours, I prefer grey, black, deep blue, pastel pink.
What trends do you think will blow up the men's fashion this season?
Pale pink colour! This puddly pink has already been appearing for two seasons in men's collections of luxury brands, and it clearly starts to seep into the mass market. I recently did a collaboration with Asos wearing an interesting pink velour bomber! Oversize clothes and the light nostalgia for the eighties will also be on trend. I think two main lines will be formed. The one is gonna be minimalistic, Scandinavian, without logos or any extra details, from such brands as COS I have a weakness for. And the other would be 80th-style, with large logos, like Tommy Jeans, Balenciaga or Louis Vuitton that made a collaboration with Supreme around this tendency.
What are the important details in the male looks to pay more attention to?
A very common mistake: men choose clothes of a wrong size. Some think that they will feel more comfortable in jeans two sizes larger than their own, others are embarrassed to accentuate their shapes. It is necessary to always try each piece of clothes in different size and see which suits you best. And, of course, it is crucial to experiment with accessories: scarves, colour accents, cool socks or wallet!
What advice can you give to someone who hesitates to become a blogger?
Today, the world of bloggers is clearly saturated. Starting from the scratch is hard, especially now when almost any topic is already covered by a person with thousands of loyal subscribers. Therefore, my advice: find a truly original, fresh idea and start it up quickly.