Cathy Horyn (my favorite fashion journalist) comments on how important it is that brands utilize the web to their advantage in more ways than one. She also jabs at Tavi Gevinson. We couldn’t agree more.

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“I’m also completely fascinated by the potential for fashion companies to really use the Web and digital technology in much more interesting and purposeful ways than they so far have. I don’t mean Facebook and Twitter and 13-year-old bloggers (isn’t she 16 yet?), but rather rethinking a brand in terms of digital and making it as important a consideration as design and print advertising, which is still what most brand managers trust. Some companies plainly “get it” (look at hermes.com), but more brand chiefs need to inform themselves and make digital a top-down priority.”

If you haven’t heard of the famous Tavi it’s because she’s not that famous outside of the fashion bubble. Tavi Gevinson is the 13 year old author and creator of Style Rookie. She is a mini version of Michelle Williams and Mia Farrow combined, with an outgoing and confident adolescent persona. With little experience in the fashion world, she has been flown to fashion week, appeared in The New York Times, and has a said column in Bazaar. Does anyone else find this a little bazaar? Elle’s Anne Slowey does.

When I first saw her blog I was intrigued and really admired what she was doing. But when her interview with the Rodarte girls went live on Style.com, I became a little sketpical. She’s no Cathy Horyn. But I guess we all have to start somewhere. What do you think about this 13 year old fashion guru?