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‘Now, people are their own brand.’ And if there’s an element of fiction-making and dream-spinning in that, Schuman seems cool with it.‘Nobody can live up to your dream of who they are,’ he says. Last night, Scott Schuman of The Sartorialist interviewed his fellow blogger and girlfriend, Garance Doré at The French Institute's annual Fashion Series.‘I wasn’t trying to report what the person was wearing; I’d try to capture how I felt about what that person was wearing,’ he says.For my money, what Schuman is really good at is simply noticing — the roll of a sleeve, the most enchanting print clashes, or the way a schoolboy subtly subverts his uniform.However, he says he’s not in it for the money: ‘My dream is to capture a great catalogue of how we looked over 30 years or so.’ At last, someone catches his eye: a thickset Indian guy wearing a navy pinstripe suit cut off at the elbows, clutching a vintage Louis Vuitton bag. (He has a no-fat cappuccino with an extra shot and sweetener, explaining to the waitress that he has to work until 11pm that night; outside of the fashion weeks, he’ll spend around five hours a day wandering around looking for people to shoot.) Schuman comes from a small town in the same part of Indiana that produced James Dean, Michael Jackson and his old university friend Angela Ahrendts, who was, until recently, the head of Burberry and is now, as senior vice president of Apple retail and online stores, the highest-paid executive in America.Schuman taps him on the shoulder and ushers him into the light. He reckons it’s the sort of nowheresville that nurtures fashion escapists.‘I love the contrast of designing a high-end shoe in Milan and then being in the heat of India a week later shooting a couple of kids on the way to school.’ As for his work, he hopes it will only get more interesting as time passes.He has become obsessed with August Sander, a Weimar-era German photographer whose series tried to document every kind of profession in German society: the butcher, the baker, the undertaker.

It takes a lot out of you.’ Still, I sense that he’s more comfortable in his skin.mostly consists of beautifully lit, barely captioned portraits of interesting-looking people from Bali to Poznan, and gets 14 million page views per month.Its success has allowed Schuman, 47, to work for , marks ten years in the business.But for many jaded stylistas, the pleasure of both his blog and his Instagram feed lies in the images taken miles away from any fashion centres: an Hasidic Jew who has tipped his hat in a rakish way; a couple of veiled female cyclists in Delhi. ‘Sure, it had a huge moment — but people are always going to want to love looking at people. It was one of those relationships where 95 per cent of the relationship was great but the five per cent that was wrong was important.He cites the photographer Steve Mc Curry as his main influence but hesitates to call himself a photojournalist. He has been dismissive of his fellow bloggers in the past, including Gevinson, who began blogging as a teenager and has since emerged as something of a unique polymath. ‘It was more like when blogging first started, there were a few of us trying to make it a legitimate thing, but there was this idea among the mainstream media that blogs were just written by 13-year-old girls, which was frustrating.’ All the same, he is faintly appalled when I say that various fashionistas are suggesting that street style is dead. If you find a sincere person to shoot — someone who isn’t prepackaged and calculating about the way they want to look — that will always be interesting.’ Schuman himself has been through some well-publicised changes this year: in January, he and Doré released a mutual statement on their blogs to say that they were splitting up. I liked her take on what she thought a man should be like. But once we’d accepted that, we could still respect each other.’ He is now in a relationship with Jenny Walton, a model and fashion illustrator who he worked with on his book.