Style Insiders

A word with: Harper and Harley blogger Sara Donaldson


We chat to Harper and Harley founder Sara Donaldson, who stars in reality TV show Fashion Bloggers, about how she carved out her own career path.

How did you get started in the blogging world?
I started my blog six years ago while I was at university completing my marketing degree. I knew I wanted to work in the fashion industry but wasn’t sure how to get my foot in the door. My blog started purely as a hobby and organically transformed into something much more.

What sets you apart from other fashion bloggers?
My blog is all about reducing down your wardrobe to black, white and grey and focusing on essentials rather than trends.

What are the major misconceptions around being a professional blogger?
Most commonly everyone assumes we get all our clothes for free and do nothing but travel the world. And who could blame them for thinking this when all the pictures on social media are from exotic locations in new outfits. If you’re a credible blogger you invest in your blog, and that includes travel and style.

At what point did you realise you could make a career out of blogging?
I was working full time in marketing and there came a point where I was earning more from my blog than I was at my day job. When that happens its hard not to want to put 100% of your time into your own business.

Sara Donaldson

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Why do you think fashion bloggers can garner such huge followings?
We’re speaking to a demographic that has been brought up with the internet, and some that haven’t known a world without Wi-Fi. Our readers love to consume, be part of a community and contribute their opinions.

What advice would you give someone wanting to start a fashion blog?
Work out what you can provide that is different from what’s already out there. We’re at a saturation point with blogs so you really have to stand out to survive and offer a point of difference.

How would you describe your style and what are your go-to wardrobe pieces?
My style is very minimal and relaxed. I can’t go past a white tee and a great pair of jeans.

Who are your favourite Australian and New Zealand labels?
Favourite Aussies would be Josh Goot, Ellery, Dion Lee and Camilla and Marc. And from New Zealand, Karen Walker makes a great pair of sunglasses.

Fashion Bloggers airs on E! at 8pm on Friday.