How Highsnobiety Is Shaping the Current Media Landscape

A onetime ballerina, Ms. Bennett attended Sarah Lawrence Faculty on a dance scholarship. When she advised her adviser she needed to put in writing for magazines, the adviser advised she write her thesis about the way forward for the business. As a substitute Ms. Bennett pitched embedding in a center college for 4 weeks, writing “about what teenagers are studying and the way they’re studying it,” she mentioned. The challenge helped her land a job after commencement at Seventeen.

“She actually is a voice of and a champion of what younger folks care about,” Mr. Welch, the GQ editor, mentioned. “And what younger folks care about isn’t solely, essentially, all younger topics.”

Ms. Bennett, for instance, doesn’t appear to hang around at bars or eating places catering to town’s cool 20-somethings. She spends her time at established trend and media haunts, like Through Carota or Minetta Tavern or the Odeon. One current Thursday night time, strolling into the Odeon in TriBeCa, she instantly acknowledged a number of younger editors sitting at a desk outdoors the restaurant.

She used to work with them at GQ, she defined, bouncing over to the desk to say good day. “They mentioned all of them work at Vogue now,” Ms. Bennett reported when she returned.

‘Bigger Than Life’

By the tip of 2005, Mr. Fischer was fielding model requests to promote on his sneaker weblog. By 2010, these commercials had shifted to sponsored content material — or manufacturers paying Highsnobiety to put in writing constructive items.

Over time, Mr. Fischer mentioned, he realized branded tales “carried out finest if we shot our personal imagery, too,” reasonably than republishing images from the businesses. That is how Highsnobiety regularly turned “extra like a full service artistic company, reasonably than simply being a writer.” Manufacturers started asking Highsnobiety to host occasions, like pop-ups or events associated to the content material Mr. Fischer’s workforce was producing.