In 2006, Claire Sulmers broke barriers with her industry-leading fashion blog FashionBombDaily. She wasn’t seeing enough diversity in the fashion and took it upon herself to fill an industry void by highlighting fashionistas of color. Since then, the brand and woman behind it have flourished into an unstoppable force. Sulmers has become a fashion mogul in her own right, using her platform to showcase her mission to change the fashion world.
Today, FashionBombDaily continues to strengthen their content daily with its celebrity editorials, fashion tips, and more. This weekend, Sulmers comes to Philly on Saturday, August 18th for her Fashion Bomb x Better Than Success Brunch. We sat down to have our own one on one “Conversation with Claire” before the big event. Learn more about the fashion guru behind the “web’s number one destination for multicultural fashion.”
Philly PR Girl (PPRG): FashionBombDaily is an industry-leading fashion blog highlighting fashionistas of color that began in 2006. A lot has changed since then. Take us on the journey to where you are today.
Claire Sulmers (CS): When I started FashionBombDaily in 2006, I was an entry level reporter in publishing, and the blog was just a hobby. As the industry was changing, blogging became just as much as an authority as magazines like Vogue. Eventually in 2010, I was able to just do my blog full time. Now it’s changed from being a website to having a social media presence with videos. We have events like the one we’re doing in Philly. So what started off as a just as blog is now a true community, experience. It’s a place where I hope that we highlight fashion is forever.
PPRG: Nowadays, it’s not uncommon for successful bloggers to not have a degree. How would you say being a Harvard graduate has prepared you for your success?
CS: My brother told me that after I graduated, people would just focus on the fact that I went to Harvard, which is true. I decided to go for French and African American Studies, and my degree has come in handy when I decided I really wanted to take fashion seriously. I used my degree in French to live out my dream of living in Paris. I became completely fluid in French and started at the bottom as an intern at a Parisian fashion magazine. Additionally, my African American Studies degree in the fabric of FashionBombDaily’s whole mission to show the beauty in diversity.
In general, in going to Harvard gave me an amazing work ethic. But you don’t have to go to a Harvard. You can just go to a good school, wherever you heart takes you. I know a lot of people who work in fashion who never graduated from college. So I think it’s really about finding that passion in whatever your background is. The important part is hard work and dedication.
PPRG: You’ve broken barriers in your career paving the way for black female bloggers. Early on, did you find it difficult to gain traction and respect in the fashion blogging industry?
CS: Oh, yeah. To this day, we don’t really get some of the acknowledgement. When I first started, I started crashing shows because I felt like I had to. Then, I got in trouble for it and I was really kept out. Unlike the past, you can live stream fashion shows now. I think that anybody starting out in fashion should know that is not as diverse as it should be, but there are people working on that behind the scenes, including me. Many others are continuing to drive the point home that diversity is important. It really shouldn’t continue to be this exclusionary, prejudicial way of doing things.
Today, the theory is that with social media, we can reach different communities. We are having this issue that our Instagram is disabled. We’re going to get our account back, but it’s also one of those things that makes you think… What’s really going on? Why do y’all keep trying to shut me down? Even though our 1.4 million strong platform is temporarily on ice right now, I still think we have that brand recognition. We’re still powerful and people know who we are and what we’ve done, and that’s really important.
PPRG: There’s been a recent spotlight on CFDA Fashion Fund’s lack of diversity on the judges panel. Since you’ve started FBD, would you say you’ve seen an improvement in diversity across the industry?
CS: Yeah, we’ve certainly seen superficial changes. Something I highlighted on FashionBombDaily.com is Beyonce speaking about her Vogue cover. She’s breaking barriers as an African-American female shot by Tyler Mitchell, an African-American photographer, for the esteemed September Vogue cover. This was the first African-American photographer that Vogue has used in their 125-year history. That’s outrageous if you really think about it. It needs to be more than just a pat on the back for just getting the minimum. We would love to see more Black designers shown during fashion weeks and be featured in the pages of Vogue.
I think it’s because the CFDA council is not diverse, and it’s not a priority for them. They have more resources with a greater chance to reach more people. We’re making a slow progress, but we’re making progress. At the end of the day, I hope that FashionBombDaily continues to just be that place where we can showcase everyone that deserves to have a seat at the table, that we’ll just continue to create our own table.
PPRG: What are some go-to social media tips to developing a digital footprint/brand?
CS: I would just say consistency. We update every single day. Sometimes every half hour. Back when we had our old platform, we would sometimes update every 15 minutes, sometimes every five minutes depending on what’s going on. At any level just updating once a day, having quality content. I’m always a stickler for spelling.
Also, know what your competitors are doing. You can be inspired by them. Certainly do not copy them, but take a few notes from people who are killing it. Continue to grow and pour energy into it . The amount you put in is what you get back out.
PPRG: Digital media trends are constantly shifting as the industry becomes more saturated. How do you remain unique and relevant to satisfy new and loyal followers?
CS: I think that it’s important to not just rely on your digital presence. In our case, we’ve seen things come and go. Even if your account isn’t disabled, it could be your computer shutting down. So many things can happen. It’s important to have a strong diversified brand. Be as well-rounded as possible. For me, I’m always out and about, so people get to know me and the FashionBombDaily brand.
PPRG: With the rebuilding of @FashionBombDaily’s Instagram audience in May, what has the moment taught you about the ever-evolving social media landscape?
PPRG: With the rebuilding of @FashionBombDaily’s Instagram audience in May, what has the moment taught you about the ever-evolving social media landscape?CS: Well it’s definitely taught me that there are ups and downs. There are people out there who are not on your side and actually trying to take you down. You just have to be ready for it and prepare for it. Once we get back up and running, there are going to be so many things we do to make sure that we don’t lose our huge audience. We’ll develop a great email list, have an app, etc.
I think that for me it’s been a process where I’ve been strengthening my personal brand, as well. I’ve always had my Claire Sulmers Instagram page but never paid much attention to it before. It’s shown me to pour as much energy as you can into things to make sure that they’re strong. So if one falls, then you have some things to fall back on.
PPRG: Do you have any mentors that have helped you along the way? What does it mean to you to mentor and share advice with young women looking to break into the fashion industry?
CS: My brother was the first person who was really invested in me being successful. You know your mentor doesn’t have to necessarily come from outside. It can be somebody very close to you like family. When I was coming up, I would identify two or three people who I would call on occasionally. You know, they would be open to having coffee with me, taking a phone call, or even answering an email full of questions. I think it’s important to always be respectful of their time.
As far as giving back, I do my best to be there for those who work for me whenever they need help. My Conversations with Claire series is my opportunity to give back. I’m always there until the end. I’ll take every selfie, and I’ll answer every question. Then, for example, we have Nicole Purvy at our Philly event, who has a company called Better Than Success. Her mission is to give advice to entrepreneurs and people coming up in various industries. My way of helping those looking to break into fashion is trying to help them figure out how they can do it for themselves.
PPRG: We’re excited to have you in Philly for Fashion Bomb x Better Than Success Brunch! What do you hope to accomplish with this series?
CS: Through my various travels, I’ve learned that there aren’t that many fashion-focused events in different cities. This is an opportunity for people to meet each other, network, build ideas, and grow. Also, for the panels of Conversations with Claire, our mission is to allow people to pick the brains of those who have “made it.” Whether you’re looking to break into styling, photography, design or becoming an influencer, you have access to those people. You do have our full attention for five hours in one day. Conversations with Claire actually started off as Cocktails with Claire. It was just a networking party where people got together. Now, Conversations with Claire goes a bit deeper. If you want to know how to navigate through the industry, this is the event for you.
PPRG: For all the rising bloggers out there, what advice would you attribute to your success?
CS: I would say stay consistent. We’re consistent with FashionBomb, updating our social media every single day. It’s important, even when things get difficult. When negative things happen, just keep going and know that you will get there. If you are persistent and consistent people will see you. For anyone looking to break in, don’t give up. It will get hard, and there will be days that you’ll be discouraged. There will be days that you don’t want to be on social media. Take a break if you need to. Then get back to it. You can blog your way to the front row. Anything is possible.
PPRG: If you weren’t a fashion blogger, what career do you think you would’ve pursued instead?
CS: When I wanted to quit my job to move to Paris, my parents warned to just stay at my current job. I probably would have stayed in New York working at a magazine. When I moved to Paris I didn’t care what I did as long as it was in fashion. I’d pick up pins on the floor. Eventually, I did just go back into writing because they were writing in French, which I love. So I think I would have been a writer in some capacity.
PPRG: Your locs were a signature look for so many years, but we’re loving the bob now! Describe the evolution of your personal style.
CS: My style used to be super duper preppy and classic, wearing a blazer and jeans every day. I consulted with a image consultants who helped me figure out how to dress for my body type.
At the time, these young women also recommended that I dye my locs blonde. Solange braids were very in, and I wanted to get braids. They were like, “Locs are your thing. Dye them blonde.” That’s where the blonde came in. The blonde bob came in because I ruined my locs trying to dye them red and the color didn’t take. I ultimately just cut all my locs off and adopted this bob.
Since I’ve had this style, I’ve just been having fun with lengths and textures. Working in fashion has allowed me to just have more fun, like wearing sequins or a Rapunzel braid. That’s been a long road in just figuring it out. Now I know what colors, cuts, and silhouettes work for me.
PPRG: How do you envision FashionBombDaily’s growth? Where do you see the brand – and yourself – in the next five years?
CS: I definitely see FashionBombDaily coming up with more original content. We started to do original editorials. Our first one was with Cardi B. And since Cardi, we’ve had editorials with Brandi, Christina Milian, Young Thug, and DJ Mustard. I’d love to strengthen our video content and have more events.
As far as my personal brand, I’m working on a second book. Next, I’m looking to go into real TV on the small screen, not YouTube. I’m continuing to grow on my Instagram page like I have in the last 8 to 10 years. I have a vision. I’m consistent, unstoppable, and excited for what’s to come.
PPRG: What do you love about Philadelphia? What are you excited to explore?
CS: When I was in Philly, I knew how many designers that are super dope. There’s Marquette 21, who designed most of the looks in my first book. I’ve also known Iris Barbee Bonner of These Pink Lips, a Fashion Bombshell of The Day all the way back in 2011. That was way before her looks were worn by Amber Rose and Mary J. Blige. There’s so much great design talent in Philly, such as Alnika Lovello and Milano Di Rouge. Aside from that, there’s great shopping. While I was there, I stopped by Eyesight Philly and lost my mind with all of their great designer sunglasses. Naturally, I had a Philly cheesesteak. Philly is really a great place with great food and great fashion. I’m excited to bring our series to Philly!
For the latest on FashionBombDaily and Claire Sulmers, visit Fashionbombdaily.com. Follow them on Twitter and Instagram @FashionBombDailyMag and @ClaireSulmers.
This interview has been edited and shortened.
