It’s strange to think how Diane Pernet’s life would stand in the absence of the internet. A pioneer of live-blogging and social media, and founder of A Shaded View on Fashion, Diane was one of the very first people to live blog a fashion show in the pre-smartphone era. Recently, Jefferson Hack spoke to Diane about Dazed’s new blogging initiative, Other Mode, in partnership with the British Fashion Council. Once launched, Other Mode aims to aid independent bloggers and media in finding financial support by putting them in touch with advertisers. In the rapidly changing landscape of fashion media, this initiative champions impartial journalism and free press. 

“What’s most important is to maintain your integrity and to be authentic. Show what’s important to you and don’t fall into the trap of being bought, so that you don’t lose your integrity” – Diane Pernet

“It’s our way of raising the game … using our advertising sales resources and our team to make sure that the independent press can get the financing and support that it needs to stand proud and stand strong,” declares Hack, ahead of the conversation. “It’s our way of uniting the independent press and creating a service in the back end for advertisers to be able to reach those that are best-in-class.” The likes of Susie Bubble and Pernet have proven that independent bloggers have an advantage over magazines – if they play outside the politics of brands and sponsors, that is. This is something Diane is ardently passionate about in her advice for new generation bloggers: “What’s most important is to maintain your integrity and to be authentic,” says Diane. “Show what’s important to you and don’t fall into the trap of being bought, so that you don’t lose your integrity.” With Pernet's closing sentiments – “be shaded not jaded” – it seems these are the blogger rules to abide by.