HOUSE OF GRAZIA AT NO 23 MATCHESFASHION.COM

READ MORE FROM GRAZIA >

Left to right: Sandra Hagelstam of 5 Inch and Up, Zahra Lyla Pedramn of Lyla Loves Fashion, Reem Kanj and Natalya Kanj, both of Five Five Fabulous

The rise of the blogger has changed the fashion landscape. In recent years, these arbiters of cool have become one of the industry's most influential forces, instantly transmitting street-inspired styling tricks, or their own personal interpretations of catwalk trends live from the front row, to a league of devotees.

Reem Kanj from Five Five Fabulous and 5 Inch and Up's Sandra Hagelstam disclosed what it takes to make a stand-out fashion blog, as well as the star items they will be coveting from the SS13 collections and how they will be wearing them. Also in attendance was Herself magazine's editor, Lula – only top players dare go by a first name only – whose trademark illustrations have a cult following. Especially for House of Grazia, Lula has illustrated 10 of her top bloggers, including Sara Brajovic, Style Bubble's Susie Lau and Disneyrollergirl's Navaz Batliwalla.

MEET THE BLOGGERS
REEM KANJ REEM KANJ

On graduating from London College of Fashion in 2009, Reem established her blog Five Five Fabulous as a means of documenting her fashion life spent between London and Dubai. With her sister Natalya now on board, the tech-savvy pair cut a colourful dash on the bloggers circuit, loading up their looks with magpie accessories – and their clutch bags with multiple phones and cameras.

GET REEM'S LOOK

This colourful clutch transports all the technological gadgets a girl on the move could want.

LULA LULA

The elusive fashion persona, brains behind Herself magazine and consultant for Dolce & Gabbana, Moschino and Anna Dello Russo, to name a few, Lula made a rare appearance at No.23 today to share her style influences and views on fashion blogs today. Employing her own blog as a window to her magazine – an entirely illustrated biannual fashion publication – allows Lula to engage with her followers in a way that print alone could never accommodate.

GET LULA'S LOOK

Give your look added elevation with a decorative wedge sandal.

SANDRA HAGELSTAM SANDRA HAGELSTAM

The London-dwelling Finnish-born Sandra Hagelstam has imported her own darkly Nordic style to the capital by way of her blog 5 Inch and Up, and has gained a worldwide following in the process. What was born as a consequence of her passion for sky-high stilettos and platform heels has made Hagelstam's name a byword for understated, real-life street style.

GET SANDRA'S LOOK

A black leather biker has become a modern wardrobe staple, but try navy for a forgiving and versatile alternative.

THE HAIR HERO ADAM REED THE HAIR HERO ADAM REED

How do you interpret a designer's collection via the medium of hair? It's a conundrum world-renowned hairdresser Adam Reed has to solve every season when it comes to the shows. Direct from backstage at Henry Holland's AW13 LFW show, Reed shared his tips for achieving his catwalk look and the products needed to recreate them. Talking through the creative process of working with designers and how to achieve their runway hair desires, he revealed the trends for next season to know now.

It's no wonder his client list reads like a who's who of A-listers and supermodels – stars including Diane Kruger, Agyness Deyn and Erin Wasson have all benefitted from his magic touch.

FRONT ROW STYLE PICKS
VIDEO DIARIES
harley viera newton

The LA-born Manhattan resident talks to Grazia's Angela Buttolph about what makes a consummate front-row outfit.