Beyond the frow
Typically, on a daily basis, Victoria Magrath will receive a myriad of messages from her over one million Instagram followers, with two questions reoccurring. “A lot of people ask me what InTheFrow means, that is the key one,” she says, of the award-winning fashion blog. “If not, it’s asking for tips and advice on how to start a blog.”
Initially an online channel, and later adding an Instagram account, Victoria launched InTheFrow nine years ago, in October 2012. The name was not only inspired by the term referring to sitting in the front row at a fashion show, but also by Front Row by Alanis Morissette. “I’ve always been a massive fan and that song was one of my favourites,” she says.
“But the name also relates perfectly to fashion and back then ‘frow’ was becoming a keyword, so I coined it and I feel quite lucky I did – I was amazed that no-one had already,” she affirms.
“It’s still a bit niche and some people don’t know what it means, or think it’s pronounced frow, like brow, which is fine, if you’re not in the fashion space you wouldn’t know,” she delicately adds.
Victoria, a byword for positivity, is upbeat and apologetically chatty; you can see
