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Video: 'You Know Me Better' by the Irish singer/songwriter/producer Róisín Murphy from the electronic dance, pop album 'Overprowered' (Oct 2007). Some of the lyrics are dark. On this video Róisín Murphy performs at West Piazza, Covent Garden

The album 'Overpowered' received a nomination for the Choice Music Prize in the Republic of Ireland. Check out the official music video 'You know me better'

Her cover-song 'Slave to Love' by Bryan Ferry was taken for the Gucci Homme commercial starring actor James Franco in 2008, Media Information:

June 2009
New lifestyle reporter from Dubai and daily audience data
In June 2009 Fashionoffice launches the publication of daily new traffic as well as audience profile data by Quantcast on and introduces the work of editor Caroline Zerrini...

May 2009
Fashionoffice update: interest-based advertising 
In April 2009 Fashionoffice has updated its terms of use according to the new technologies for delivering interest-based advertising by quantifying behaviour and interests as anonymous information

April 2009
User opinion about men, personal style, internet…

On occasion of the biannual Styletrends survey, Fashionoffice asks since 2003 magazine readers to make their opinion on special themes about fashion, beauty and today’s lifestyle and match their own decisions with other fashion experts...

by publisher Karin Sawetz

June 2009

How often does it happen that somebody thinks he knows you better? Have you ever asked yourself how he is making this?

Nobody knows you better
than you know yourself!

Especially by reading printed women's magazines it becomes obvious that editors are the executors of a constructed public opinion about females which differs mostly from reality. Alongside to In- and Out-lists with advices what to do and the seasonal big don'ts you will find semi-academic writings about womanhood. In these well-meant articles women argue honestly where the positive and negative sides of being female are lying and how women can 'upgrade' themselves for being more successful. Not to mention the permanent presentation of fictitiously preferred role models such as photo starlets or (divorced) wives of rich and famous husbands which shall serve as (dis-)orientation for today's women.

Does the internet
mirror the truth?

Now, if you are looking online, women are not so active in making opinion like men. Added to that, fewer women are technicians and therefore not so strong involved in 'tricking' the web; assumed that females would ever pervert the truth in the same scale like men.

Today you can trick the internet for mirroring the reality in your favor. Internet professionals are aware of this fact: if you are watching keywords which are published by services like you will find out that the results have to be analyzed before they can be taken for granted. Check out the statistics of Fashionoffice with the latest Alexa data from 30 May 2009.

New technologies
In May, the new technologies which are working also with keywords have been Fashionoffice Insight's theme. For all the ones who haven't already read about Fashionoffice's updated Terms of Use, find the details on

Create the content by defining the meaning of keywords!
The Chinese artist Xu Tan invites to the 'Keywords School' at La Biennale di Venezia

Make your opinion
On and we are publishing the Fashionoffice opinion tools. Please vote! In some European countries women earn around 20 to 25% less money than men and have to pay for the same services higher prices. Until 26th June it was possible to vote for same prices for women and men on

The German group Söhne Mannheims presents the first track of their new album 'IZ On'. The critical texts in German and English are about making opinion, don't believing everybody, even not the musicians themselves... Watch out the video:

Images of women
Photographer Petra Rautenstrauch will exhibit her work on 3rd June at the fashion laboratory Liniert in Vienna, where architecture, fashion, design, literature, music… are combined under one roof

The gallery of the Austrian province Burgenland invites from 18 to 19 June to an exhibition entitled 'Frauenbilder' (translated 'Images of Women'). At this time Fashionoffice is working on an article about the event, especially the lecture of Doris Guth about "True Love. Love in Lifestyle-Media"


May 2009
Apr 2009
Mar 2009
Feb 2009
Jan 2009
Dec 2008
Nov 2008
Oct 2008
Sept 2008
Aug 2008

Karin Sawetz is journalist, media researcher and fashion scientist (Mag. Dr. phil.). >

© since 1996 sawetz