A whole new wave of style “bloggers” are upsetting the system by ditching the website entirely and focusing solely on social media. Not to be confused with DJs, models, fashion editors, or It Girls (who occupy an entirely separate sphere of Insta-fame), they have built their numbers gradually and from the ground up. Thanks to their unique aesthetics, and that je ne sais quoi quality that makes thousands of people click “follow,” they represent a new kind of grassroots celebrity-making movement that is proving to have just as much value as traditional web publishing.

A whole new wave of style “bloggers” are upsetting the system by ditching the website entirely and focusing solely on social media. Not to be confused with DJs, models, fashion editors, or It Girls (who occupy an entirely separate sphere of Insta-fame), they have built their numbers gradually and from the ground up. Thanks to their unique aesthetics, and that je ne sais quoi quality that makes thousands of people click “follow,” they represent a new kind of grassroots celebrity-making movement that is proving to have just as much value as traditional web publishing.