By Bianca Posterli
Scott Schuman is a name that everyone interested in fashion knows, and if you’re lucky enough—or, really, stylish enough—he’s stopped you for a snap to feature on his site. During Fashion Week, Bryant Park floods with countless photographers, but the one cameraman everyone wants to see is the photo-blogging sensation of The Sartorialist, Mr. Scott Schuman. He has been involved in many aspects of the fashion industry, as a director of men’s fashion, model, photographer for the DKNY campaign, and street-style blogger. Modelinia sat down with Mr. Schuman to chat about his new book, the romance of street style, and just how he became so successful.
When you started your blog, did you think you’d be such a huge influence?
I didn’t think it was going to get this big this quick. I thought it had the potential to. Of course you want it to be as successful as possible. I tried to capitalize on each opportunity so when they came I would have some idea how to handle it. I did everything under my control to make it happen. I really tried to get people to understand it’s not just a blog, but a way of looking at things and celebrating style across a mix of genres.
There’s a huge obsession with fashion blogs documenting personal style. Do you think you had a hand in that?
I think I had an influence on people wanting to share. Hopefully people realize they don’t have to be a model, they don’t have to be super-rich to share the things they like or the things that inspire them. They can inspire other people regardless of how much money they make. I think very few people have been able to do it well, really capture the romance. It seems easy, but it’s really not.
Do you read other style sites?
I’m out shooting so much, so I don’t read so many. I travel with Tim Blanks for Style.com and I don’t even get a chance to read his reviews because I’m working all night to turn images around. The only one I really look is Garance Doré because she really gets it, capturing the romance. It’s not about reporting, it’s about the romance of it. It doesn’t matter the brand of the shoes, it’s how it makes you feel. I think she’s done a great job because she understands how to control the whole visual package. A lot of people are taking pictures in horrible lighting and the place they’re shooting is horrible. Other fashion blogs are taking things from other sites, so there’s no consistent brand.
Are there any models you know you’ll always want to shoot?
If anything, a model that might have to work a little harder. It’s too easy. I’m reacting not because of what she’s wearing but because she’s absolutely beautiful. It would have to be a picture of the moment. I’m proud of the fact that my site has become well-known because I haven’t shot celebrities.
What’s your advice for creating a successful site?
Every magazine knows they have to have a consistent visual language. I have total control over visual content on the site. The people that are going to be successful are going to be as sensitive to the visuals as the magazines are. The key to separating yourself is having total contrast. To care about that is really important.
How did you choose which images to include for your new book?
It was easy to go through the site and see which images would stand on their own. There are certain images that, because I shot them two years apart, maybe now I get a chance to weigh them together and create a relationship in the book. Maybe crop them differently, focus on something different. It’s not a big coffee-table book, not the paperback; it’s just a chance to celebrate those images. It’ll be a physical thing that you can cut out pictures and put them on your wall or create a mood board.
The Sartorialist is out now. Pick up a copy here.
