Is Blogging Now Less Unique?

Leandra Medine

“I like individuality. Everything is all the same now. It’s so homogenized.”

Iris Apfel (Business woman, Designer, Interior Designer, Style Icon)

. . .

It took minutes to write this post but about one year thinking about it. Being that fashion week has started, I thought it was a good time to talk about the perceived similarity of fashion blogging as a whole.

To put it bluntly: Is everyone in the fashion blogosphere starting to look alike?

Do you remember when fashion blogging was about clothes that you could afford and being able to buy it that day? Blogging was the breath of fresh air after years of glossy mags featuring 6ft tall arched back size two (mostly white) models in designer clothes and accessories from a future season. Then fashion blogging came along and immediately filled a void. It was great to see these blogs expand and promoted well on Instagram. It always helped a blog to grow when they had a large Instagram following to promote it to. Buzzoid’s instagram followers can be a great help to anyone trying to obtain a large following. As well as gaining a larger following, hiring professionals similar to the Indexsy seo company can play a big part in improving your blog’s page ranking and could potentially increase the readers of your blog. The more engagement, the better. Even though there is a lot of competition out there these days, there are many ways that you can stay on top and stand out from the rest. Moreover, you could finally relate to someone that looked like you and dressed in brands that you knew.

For the first time, everything was attainable and put together in a way that was easy to replicate and purchase. It was the anti-magazine movement and that movement quite rightly exploded. Like anything that goes against the status quo it wasn’t just great. It was bloody brilliant.

However, over the past year or so I feel as though that original relatability has been challenged. The success of blogging has translated into clothes and accessories that have ironically crept back toward the glossy magazine price point. The very thing that defined what blogging was not.

Do not get me wrong: I am the first to raise my hand at the Chanel and Mansur Gavriel bags that I’ve bought to mix with my magpie closet so I am no Joan Of Arc. Heck I even Instagramed being tempted by the Chloe Faye bag! *slaps hands to side of face.*

In the past year or two, there has been an increase in the same (usually designer) brands being displayed in the same accessory and outfit combos across Instagram feeds. That same average Joe (or Jane) from before cannot now afford what once they could before and they are now seeing the same items over and over. Various people have said to me (in confidence): “Blogs are showing the same thing” and: “They are all starting to look the same.”

In short, it’s all merging into one giant blog.

Don’t get me wrong. There are many who are marching to their own beat and in my opinion, it is their unique website designs that really allow them to fight off the competition. One of my best friends, for example, has an awesome website that she built using a website design tool that she found on Everything she posts is so unique and her website is just incredibly easy to use. But it’s the duplications that are equally if not more noticeable. The meteoric rise and success of Sh*t Bloggers Wear tumblr was born around this observation. I once read a British Elle magazine article written by Susie Lau from The Style Bubble where she felt that there was (I am paraphrasing here) “a checklist” of items that bloggers tend to wear. Don’t be one of these bloggers and stand out from the crowd with help from something like SEO Company in Connecticut to get your blog noticed as being unique!

Do all blogs really post the same stuff? If so, where will this all go? The answer like any business, lies in what the public wants to see.

But my question during fashion month is this: Has the success of fashion blogging been at the expense of losing individuality or do you feel that it is still very much alive and well?


  1. Linda Biemler says:

    I very much agree with blogs being unrelatable. A lot of bloggers I have followed started to receive products from companies and what not. I understand this is your business and you make money from the business. You might even have more money than before, so you buy nicer things, but I just dislike going to a blog and seeing everything the person is wearing is designer, when they started out wearing H&M and Zara.

    • Karen Blanchard says:

      Hey Linda – that was sort of what I was thinking although everyone obviously has the right to wear whatever they wish, perhaps it’s just the natural evolution?

  2. Lindsey via Vegas says:

    I agree with alot of blogger wearing the same “sponsered stuff”, looking the same…what happened to indivuality of the person? That’s why I don’t follow the ones who look like the herd. I enjoy you and susie lau. You both mix things in different ways and introduce us to new things… and mixing high and low. I thinks okay to have some nice items. I will not fault you for that…but when you totally change your “look dna/mo” because you are getting sponsered…that’s not good. You have offically sold out….Stay you my dear Karen. I know you will….

    • Karen Blanchard says:

      Lindsey if you noticed a change I hope you’d give me a virtual slap! I know my Mum would LOL!

  3. TeeKay says:

    Blogs have definitely been incorporated into the mainstream as vehicles to sell their products. The individual bloggers who started out with a definite style and perspective find it hard to avoid the lure of a free clothing item that is worth more than their current closet. Their individual acceptance of the item is seen as one item. However, the companies are giving these items out to other bloggers. Now the individual act has a larger implication. Many companies now use a “street style” or “blogger type” layout/photo shoot to sell their products. This is why fashion blogging is no longer unique. The anti-establishment nature of the fashion blog has been sold to corporate interests one designer shoe/bag/coat at a time.

    • Karen Blanchard says:

      Interestingly put. It’s called seeding and we all understand it’s value especially to do so across multiples. Being that this is the new way so to speak, I guess it’s really about the individual making that item ‘their own’ in terms of how it’s styled so the overall effect across everyone doesn’t feel so homogenous?

  4. Mariel says:

    In this f*cking world…everything is a merchandise who anyone can buy…blogs (and bloggers) too. Because of this, I only follow blogs from people with personality and good taste. I rather from women on their forties, with clear ideas. By the way, I’m one of them, Not blogger, but in my forties (almost fifties….shh!)…
    And of course, when I speak women on their forties, I’m not including you, Karen…But I love the way you love vintage and recycling.
    Fashion must be funny, not an obligation!

    • Karen Blanchard says:

      Hi Mariel – I think once blogging becomes a source of income it will happen. OMG vintage is my LIFE!!

  5. Mariel says:

    Not only the products are the same, the poses of the girls too. the image of the woman that that kind of blogs want to show, is an image of a woman fragil and stereotyped. I always think about it. I don’t like that kind of woman that fashion industry is trying to resurge.

    • Karen Blanchard says:

      I didn’t take into account about the poses interesting. Your English by the way is fine 🙂

      • Mariel says:


  6. Mariel says:

    Sorry for my english, Karen!

  7. Steph M. says:

    I don’t follow that many bloggers, so for me, I don’t really notice a lot of ppl wearing the same thing…but I think that would happen mainly because ppl tend to follow the same TYPE of bloggers. Rarely do people go outside of their comfort zone with fashion, so they tend to either follow ppl who they dress like or ppl they want to dress like that, and with that, they are following a certain type. Yes I expect all “casual cool” type bloggers to push levis and express jeans and similar fashions. It’s the same with make up bloggers. The high end girls will showcase the same type of make up. The more natural girls will showcase the same type of things. I follow ppl who have their own style and go against what’s traditionally “in style.” Karen, you happen to be one of those girls. Your style is unique (to me) and while I couldn’t see myself dressing like you, i do like your eye for certain pieces.

    • Karen Blanchard says:

      VERY good point about following the same type. Makes perfect sense.

  8. Ellenyag says:

    Fashion blogs have become the new glossy magazine. That change is because of the consumer and the success of fashion blogging. Bloggers are celebrities not and their blogs follow the celebrity model – get free item (usually expensive or limited quantity), promote it via links, repeat. I follow a wide variety of styles on blogs and their instagram and it is very common to see the same bags, jackets and shoes. I like that because it gives me lots of ideas to work with when purchasing an item. I used to buy things via blogs but the majority of the items are unattainable. Fashion and vintage blogs have become the same thing for me – I’ll never have that exact item, but if I keep the pictures in my phone, I might find something similar. Overall it’s made me a more savvy shopper because I have to look harder for the style I want. I’m happy for bloggers that are enjoying the fruits of their hard work and success even if I can’t shop with them anymore.

    • Karen Blanchard says:

      I think that there are still many though that wear items that you can attain. It’s just about finding them since there are thousands of bloggers now worldwide. Also if seeing a product across many then that’s good if you get ideas from it since ultimately that’s what the essence of blogging really is. I think we all try and link to similars of things now but I know it’s frustrating to not get the exact same.

  9. Kit says:

    I think this is true, to a large extent. You’re actually one of the most “out there” people I could find — by which I mean you clearly have a style of your own, and it’s a bit more punk than the mainstream. (I also like Kingdom of Style, for the same reasons.)
    Most other blogs these days seem more like “look at this new thing I bought/was gifted,” rather than about any kind of real style narrative. It’s not that I mind bloggers having some money and buying clothing that I can’t personally afford; the important thing is that there’s something behind that, some coherent reason. I hope that makes sense. I want to see people who are being their most self-selves, and using clothing as part of that story.
    This is why I liked Style Rookie, back when she was just posting outfits, and also the much-more-minimal Childhood Flames. The point should be to define yourself as an individual, in a way that’s impossible in all the same-ish glossy mags. That’s what people came to blogs for in the first place.

    • Karen Blanchard says:

      Yes that makes sense about the coherent reason. Well said about individuality.

  10. Sinead says:

    I want to think about this some more, but the short answer, for me anyway, is “yes.” I could give you an exhaustive list of blogs that I used to read regularly, but never look at anymore. Because it’s probably not cool to put them on blast here, I’ll restrain myself (for once!) but let’s just say that if you’ve heard of a blog, I probably don’t read it . You, Tamu McPherson, Susie Bubble and the Australian girls from “They All Hate Us” are the exceptions. You are the ONLY fashion blogs I look at these days. And not that I think people shouldn’t make money (I’m all for getting paid, actually) but Reward Style and Like to Know It links are an immediate turn off for me, as are bloggers who flout the FTC rules and refuse to disclose or simply say “c/o” without elaborating. If I have to pay taxes, why shouldn’t they?

    Overexposure to brands also kills my love for their products. You could not give me a pair of Rockstuds or a Mansur Gavriel bag these days. Why would I want to look like some suburban mall rat and pay hundreds, if not thousands, of dollars for the privilege? I want to see what I have not seen, I want to see it on diverse people, and I want to know exactly where to get it without playing games. If the blogger received it as a gift or was paid to talk about it, I want to know that, too.

    Once serious money entered the picture, many bloggers lost their unique voices and became just more boring noise and hot air. Brands have not fully understood social media and seem to be flinging their merchandise and anyone who is young, cute, has a camera and an alley in which to pose. Content, it would seem, has taken a back seat right next to context. Enough, already!

    I really commend you, Karen, for remaining true to yourself and your style. Blogs like WDUGT have become very, very rare indeed.

    • Karen Blanchard says:

      I know all the blogs that you follow and they are great and at times addictive. I too get turned off by over saturation of a particular item unless I love it so much I’m like ‘WTF I love this and am going to rock it regardless if it’s everywhere’ which has happened to me too. I think with time perhaps brands will start to adjust how they use social media. I think the blogging arena is still a relatively new concept and some still don’t know what blogging is although that’s much less than it was. Let’s see what happens with time. I always look out for your insightful tell it like it is comments Sinead.

      • Sinead says:

        You have mastered the art of balance and that is very, very rare.

        I began my photography career by shooting weddings. The money was good, but the experience itself was sometimes soul-crushing. I had to figure out a way to have some balance and still pay my bills. For me, this meant that I had to diversify and to learn that it was OK and even very liberating to be able to say “no” to certain clients. I think that the bloggers who survive will eventually think this way, too.

        As creatives, those of us who are able to work for ourselves are very fortunate (this is where the “blessed” hashtag goes, right? Lol!!) and for someone who has a 9-to-5 that they hate, all of this may be more or less ridiculous chatter. Been there, done that. I get it. But every line of work has its problems and those are often magnified when your name is on the door. I am NEVER not working — in my head, anyway, and I imagine that you are the same.

        Authenticity is the one thing that artists of any type have to prioritize. Bloggers who don’t realize that will eventually fall by the wayside.

        • Karen Blanchard says:

          Well said Sinead (again). It will be interesting to see how everything pans out over time since blogging is clearly hear to stay at some level. I’m glad that you figured out how to diversify – it’s not easy and it’s something that I toy with as well. What’s the next thing. What should I expand on.

  11. keepinitretro says:

    For me, I think as a whole most blogs are a regurgitation of the one before it. Over the past year I’ve whittled down my daily read blog list to about four. I’m not trying brown nose but your blog is one of the very few that I read daily; I’m just being honest. I like your style and your mix of high/low. Its reflective of my own style (except you’re tall and thin and I’m short and not thin.) So I enjoy seeing different silhouettes on your body type because I’ll never be able to pull off the men’s jumper over a long dress. But I gather inspiration and joy from looking at your ensembles and reading your thoughts. But I don’t think the homogenizing of the blogosphere is relegated to clothing blogs only. I see it ALOT in interior decorating blogs or those awful “lifestyle” blogs that are identical except for the names. Ulch. Secretly, I read some those just so I know what to avoid. I’ve never liked what’s trendy or every other kook is wearing. To me, style is about being authentic and free spirited and bucking the trends…or making your own. And money doesn’t have sh*t to do with it. There are high end pieces that are classic and others that are hideous or just a brand name. And on the other hand, there’s always treasures to be found at thrift stores, tag sales and flea markets. In the end the pedigree doesn’t matter as much to me as the sheer aesthetics of the piece. If you have a good eye you can find a treasure almost anywhere…and usually that’s not going to be on all the popular blog sites.

    • Karen Blanchard says:

      Interesting point about other types of blogs ie. decorating and lifestyle also having the same issue. I don’t follow those so didn’t know that was happening in that area too? Yes style is about being authentic and free spirited since it’s really just self expression. Yes, if you have a good eye you CAN find a good piece anywhere. That I know for SURE. Ultimately you can find great things at all price points, high and low.

  12. Natasha Bowen says:

    I’ve stopped following a few… for the exact same reason that their outfits are all the same. You’re blog is one of the few that mixes it up, which I love. We don’t want to constantly see items that we can’t afford! I want to see a well put together outfit… with originality and ingenuity that shows people can wear was is en vogue and not break the bank. I think that a lot of the uber popular bloggers have reached the level where they can either afford high end/are given it to promote… and this is such a turn off.

    • Karen Blanchard says:

      I think that if there’s sites wearing things out of your budget then really good similars to it is the work around or just look at the clothes and be inspired by how it’s put together versus who it’s by?

      • Natasha Bowen says:

        Yes, definitely… but what really helps is when bloggers like you add both options! And take the work (and frustration when I can’t find what I want!) out of it… that’s one of the reasons I love your blog. Like the latest with the sunglasses!

        • Karen Blanchard says:

          Thanks Natasha. there’s so many lookalikes to almost everything that there’s no reason for anyone to not find an almost identical version of something. Yea the sunglasses are shocking!

  13. Syrie says:

    For the manufacturers, fashion blogs are just another way to advertise and sell their products. It’s that simple. It’s like taking out an ad in a magazine — they’re just taking to the ad on someone’s blog and paying for the privilege. That’s why the blogs are starting to look like magazines and are selling the same merchandise. It’s sad but it had to happen once the industry realized that blogs actually had followers. Very few bloggers now wear what’s in their own closets; you have to hunt for the authentic ones.

    • Karen Blanchard says:

      Advertising on blogs will always be around I guess to a greater or lesser extent but if that’s the case I think it’s ultimately up to the bloggers to make it as unique and as true to them as possible to avoid it looking so opposite to who they are?

      • Syrie says:

        It is up to the bloggers, but if Celine or Chanel is going to throw a $2,000 bag your way, most bloggers will say to themselves, “that’s good fashion. I would wear that,” and justify posing with the piece on their blog that way. And who can blame them? What blogger is going to say, “I would never wear those Valentino shoes?” The best bloggers will be the victims of their own success and will have their authenticity challenged by design lines that want to be seen on their blogs and will make offers that a blogger can’t refuse. I really like your blog, BTW. It does have authenticity. It’s not how I dress (I’m 30 years older than you are), but that doesn’t matter. Keep it up!

  14. Fashionably Sparkly says:

    I often prefer to read blogs with a small following because they seem less influenced by brands, although that isn’t always the case. I think that the reason why the most famous bloggers always post about the same stuff is because they are on the same wave, with this I mean that those bloggers who are now “influencers” have a similar –luxurious–lifestyle which is reflected in their style and of course because brands support them contributing at the same time to their image. From time to time I stop to read those blogs to see what’s going on but that’s all. What I think brands should do if they want to promote certain items is at least to send those bloggers different things so their content is not so repetitive and readers would not instantly see that they are trying to sell one specific item. I really like your blog because it mixes the best of both worlds, it’s street style but also combines high end and I can always find inspiration for my next outfit. Fashion is not all about brands, style always comes first!!

    Fashionably Sparkly

    • Karen Blanchard says:

      I hear your point on the different things versus the same to avoid repetition. I think style is about defining what fashion means to you.

  15. Veniece Wesson says:

    I read your post yesterday but did not respond until today,
    I really had to think about it. At first I was even going to respond since so
    many made excellent points already. But I knew this morning when it was still
    on my mind. Since I am a fashion enthusiast and have been very disappointed in many
    females lately with the same poses lately (That really turns me off.) I was
    first introduced to fashion blogs a couple of years ago through a designer shoe
    website who was featuring a blogger on their website. I was so excited when I
    clicked and saw this incredible blog of style and its eclectic blend. I went
    through her archive and was engulfed in the originality of it all. Less than a
    year later, that same blogger went from being authentic to becoming a media propagated
    tool. She no longer has any authenticity. I also began following other fashion
    bloggers as well, but they too changed and I began to notice the same styles
    everywhere on many of the same blogs. I became disenchanted because I wanted to
    see style and not be told, “What is Hot and What is Not.” (A phrase that I cannot
    stand; For who is someone to tell an individual what is in style and if that
    person does not wear it that they are no longer worthy to be noticed or that if
    they wear something from last season simply because they like it that they are
    no longer in vogue.) But sadly so many have a need to fit in that they will do
    anything. I as you, wear what I like, shop everywhere, and own both high end
    pieces and Forever 21 items. But I procure them because I like them and if I
    want to wear something from two seasons ago. You can bet that I will. If I want
    like a current trend, I will rock it but because I want to and not because I
    was told to. Therefore, I began to whittle down my blog viewing and now I only
    look at three blogs consistently (Yours is one.) I like your blog because it is
    fresh and not manufactured of what it is you are supposed to wear, or how you
    should pose, or what you should say. Simply put, it is you. There are times I
    see something you have on and say, oh I would like to own that. Other times I
    see what you have on and although I would not rock it, it always looks good on
    you. You look effortless (the way it should be.) And that is the amazing and
    beautiful thing of it all and your blog. To view and to get ideas, get
    inspired, and to then go and do it your own way. I thank you for your blog. It
    has been my daily ritual since I began following you, you are a truly a breath
    of authentic fresh air.

    • Karen Blanchard says:

      WOW Thank you for taking the time to even WRITE THIS. I agree with the condescending angle of being told what we should or shouldn’t wear.

  16. ChainsawKitten says:

    I’m a nurse (scrubs 40 hrs a week) and an artist, and live in suburbia amongst a sea of soccer moms in LLBean and Pandora bracelets. I read blogs for inspiration, and yes, they are not as “real people” as they used to be. I like yours because even if you are getting “freebies” to push for the industry, you are true to your style and I don’t feel that what you show is insultingly unattainable, or that someone is trying to sell me something. You have a nice mix of vintage, designer, and affordable, and it’s FUN to see such pieces put together in creative ways. I guess there is a place for the increasingly commercial blogs, because there will always be people out there who only care about labels, and want to look like everyone else. ( I’m not one of them!)

    • Karen Blanchard says:

      Very true on ultimately there is a person for every blog so to speak or an audience and it’s about giving that audience what they want.

  17. Sarah says:

    I’m a nerd who journals my random thoughts, and I wrote over 3 pages on the topic of authenticity. I get frustrated by bloggers posting the same content, introducing the same brands, and wearing the same things. I have to check myself to make sure I am not getting actually angry with the success of the people who are out there getting true attention for these things. However, I pride myself on not being a sellout, and that’s where I will stay. It is the same idea as a starving artist. At a certain point, will a painter begin painting things FOR people, or will they continue to present what is in their soul in hopes that someone will respond to it? It’s a slippery slope, but I think the topic definitely needs to be talked about.

    • ChainsawKitten says:

      As an artist, your point is spot on….I had to paint things that people wanted, if I wanted to sell – and there was pressure from the middle man too (gallery owners, shops that sold my work) BUT, I also continued to paint from my “soul” – and was able to sell both – and this is why I like Karen’s blog, because she can balance these things…whereas some of the others have just sold out. Not being in their situation, I suppose it’s hard when someone offers you the clothes or money to push their stuff…but I’m glad some bloggers are continuing to keep us “little people” in mind.

      • Karen Blanchard says:

        I think that it’s balance. If blogging is your full time gig then you will accept certain monetary jobs because ultimately blogging is now your job. It’s what now pays the bills so if thats through wearing something and getting paid then fine – it’s your job. I certainly get it. It’s just about balance though to avoid being a bot.

  18. Show Must Go On says:

    Yes, there are more or less the same. There is definitely a checklist that bloggers have. Also, the poses, the angles from which the photo is shot are similar.

    • Karen Blanchard says:

      I think that with time there will eventually be an evolving into one’s own identity on how to present themselves. Or at least hopefully

  19. Ale says:

    I think the very fact that you are encouraging this discussion in your own blog about the changing meaning of blogging and authenticity is extremely significant, because it implies that you care about what you do and the impact that you have beyond promoting fashion for the sake of fashion. I’m not someone that spends much time on social media or looking at fashion blogs in particular, but yours attracted me because you share your passion about clothes in an accessible manner, encouraging us to recycle clothes, to experiment and to wear what we like, and among other things, to understand what it means to make brave decisions in life in general. Inspirational not aspirational.

    • Karen Blanchard says:

      Thank you Ale. I believe I’m know I’m not the only one that has noticed the change and think it warrants discussion:)

  20. Lisa says:

    Many fashion blogs that have become ‘brands’ are very similar from blog design to items worn. It’s interesting that so many post the quote about being yourself because everyone else is already taken, yet they carry and wear many of the identical items. I think many have lost their individuality in joining in on the sameness.

    • Karen Blanchard says:

      ok interesting on the quote thing

  21. Prudence Yeo says:

    I am relatively new to the fashion blogging industry (about one year) and I took the courage to start my own blog mainly because I am inspired by the success of many petite bloggers who present styles I like. Personally, I find that although there are many fashion bloggers who seem to extensively feature expensive brands that may not be practical for the average audience and there are certain items that are repeatedly seen on many blogs, I am not too bothered as I draw inspiration from the overall styles they featured and not so much the brands they carry. As long as fashion blogs are still able to inspire, I believe that they are still in a healthy state and it is really up to the individual to decide which blogs they will like to continue to support.


    • Karen Blanchard says:

      Well said at the end on finding inspiration still which ultimately is what I’d like to see is still there. It’s an interesting time…

  22. Jo says:

    Such a relevant point and so timely! I remember saying this to someone the other day – the ‘popular’ bloggers championed by the magazines all look the same! Where are the new gen Tavis and Susies? I get that fashion of recent years has been more about simplicity, conformity, little quirks as opposed to whole bold looks. The models too have followed a vague type – Kendal, Georgia, Cara, Suki and Gigi all have the same look; where are the Agynesses and the Frejas? Fashion will change and with luck the excitement will trickle back into the big blog names…I hope! But for now I’ll keep a close eye on the blogs that are all about celebrating a cooler and more unique styling of fashion, of which yours is definitely one.

  23. EbonyC says:

    I started reading blogs in 2009 or so when I was in grad school. I loved great style and wanted to change it up a bit, but I was also moving to a new phase in life so I thought that it would be a great way to find reasonable and realistic ways to merge where I was with where I wanted to be, stylewise. Fashion blogs helped then. Then blogging became a business and like everything else in life, when money becomes to motivator, real and great advertising are one. I don’t know that all bloggers look the same, but it’s unnecessary to follow more than two or three blogs now since it defiantly seems like most are following the same formula. Blogging also caved to the American standard of beauty, which is sad because there were a lot of great blogs with women of all nationalities, different sizes, and unique style that stopped trying to compete with the size 0/2 blonds, who are gifted clothing from Tibi, etc. and have professional photographers that are the blogging superstars. On one hand it’s great because it’s given women a new platform for entrepreneurship and building their own brands that wasn’t available 10 years ago, but it’s also changed, and ruined to some extent, what was amazing about blogging because it’s manufactured by advertisers and less real.

    • Karen Blanchard says:

      I think that when it’s all said and done the commercializing was inevitable with blogging’s popularity. That being said it’s probably now about balance to walk the line of making a living and not being homogenized.

  24. antonia says:

    Just catching up on posts, but absolutely. and this is also one of the exact reasons why you remain to be one of my faves. you’re original. i noticed about 3 years ago that the same items were popping on all my then fave bloggers and even styled in similar ways. Now if tess paremeyer would just start blogging again, i’ll be happy.

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