Style blogging hardly ever strays into controversial territory (even Fugging an Olsen twin doesn't cut THAT close) yet the web is overrun with anonymous writers who hide behind their clever screen names. The well disguised scribbles of Auntie Fashion are the newest dot-commentaries industry insiders are dissecting to play "guess who?"
And with good reason. Her (or his?) style biz insights are smart, funny and peppered with enough Canadian content to keep fashion locals feeling included and intrigued. My favourite feature of the blog is Expand Your Fashion Vocabulary where AF defines types of fabric ("Peau de soie: Silk satin, woven like twill, with fine crosswise ribs visible upon close inspection.") or obscure shmata jargon ("Becky: A nondescript, unmemorable girl who is characterized only by her unremarkableness. Often used to describe third-rate catalogue models").
What any regular reader can discern is that Auntie Fashion hates Marc Jacobs (calls him "evil" she does), follows Tyra Banks' every move from the Next Top Model judges desk to her talk show couch and is lobbying for the creation of Moose Jaw's first fashion week in 2012.
I initially thought she might be Toronto editor Nathalie Atkinson though that theory was waning even before Atkinson issued me a face-to-face denial.
Auntie Fashion wears her annonymity well so I can deal with taking off my detective hat for summer (it's vintage and the wool is a little sweaty). We'll still leave a price on her head though (say a crisp glass of virtual Facebook prosecco and a NOW Daily shout out) in case any other surfers want to spend these long, hot days playing garmento gumshoe.
In other local style site developments, there's this: firstwaternews.com. Me thinks former Star fashion editor and First Water News editor-in-chief Bernadette Morra is trying to out swag the rest of us.
Image of Nathalie Atkinson, from her site, by Kagan McLeod