The website will sit in a cross culture placement. It will be clean and contemporary with an editorial feel. It will be quirky with an arty edge and will heavily feature fashion film, which isn’t something that is seen so often within fashion blogs. The fact that the site will only feature real (not perfect) women will also add sincerity and authenticity to the the culture of the blog. In the long term we intend on using different writers which would create a versatile tone of voice, however we would always be looking for honesty, verging on uncomfortable and a humorous tone of voice. Images used will always reflect the individual and theme of the story. They will always be of a high professional standard. Overall the blog will be inspiring, attractive, charismatic, clean, confident, brave and exciting.