Emily Schuman transitioned from fashion blogging to e-commerce before launching a newsletter on Substack called Fwd: From a Friend, which has rapidly grown to over 110,000 subscribers. Substack has become a platform where fashion creators can engage deeply with audiences, moving away from the short-form style of social media. Many recent users are not monetizing their content directly but see value in connecting with potential customers. The influx of fashion brands and influencers onto Substack signifies a broader trend in the industry towards longform content.
With Cupcakes and Cashmere, Schuman turned her side hustle into a multi-faceted business, eventually hiring a team of writers and editors and expanding into e-commerce.
Substack is convincing fashion to fall back in love with longform content, allowing creators like Schuman to explore deeper connections rather than superficial social posts.
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