Scott Schuman

If you equate street style with badly shot snaps of vaguely trendy girls then you obviously haven't discovered The Sartorialist yet. The visual blog has become something of a phenomenon since its inception, and its creator, Scott Schuman, is now a cult figure among fashion fans. Schuman began his career in fashion over 15 years ago working in sales, propelling fledgling designers on their way to success, before abandoning his showroom in favour of the internet. His blog began as a way 'to share photos of people I saw on the streets of New York that I thought looked great', and his images, that beautifully document the current fashion mood, have made it one of the few fashion blogs to become well respected in the industry. His subjects range from fashion editors and the odd celebrity to impeccably dressed old gentleman, all inherently stylish rather than fashionable. What makes the photos most interesting is his focus on details - this is a site where a designer dress can pale into insignificance in comparison to the width of a cuff or the turn of a collar. With guest blogs for the likes of GQ and Style.com, and magazine editors queuing up to work with him, it seems that Schuman may soon be helping to set the tone as well as photographing it.