The Rise Of The Blog

Fashion and beauty blogs. An internet phenomenon if there ever was one, bloggers and vloggers are so influential they are up there with the industry elite, raking in the viewers in their millions and becoming our go to for fashion inspiration.

But what is it about bloggers that make them so popular with young people? In a survey conducted by it concluded that the style of ‘almost half (47%) of women aged 18-21 is influenced by online bloggers and vloggers.’ This is just an indication of how prominent bloggers have become in the fashion choices of today’s young generation. Young women are no longer just looking to fashion magazines for ideas, more often than not, they are turning to bloggers who provide fresh, accessible and affordable outfits that is realistic for their fans to emulate. According to ‘only 18% believe that Fashion Week trends are realistic inspirations’. In contrast, bloggers make high fashion accessible to the everyday woman, they demonstrate how to mix high street with pricier brands and encourage their readers to make bolder fashion choices. Vloggers such as ‘Zoella’ regularly feature ‘Topshop Hauls’, a more accessible source of fashion inspiration for young women (ideal for those of us who are on a student budget) and  her fans can pop down to their local Topshop and purchase the items discussed in her video the very same day!



Bloggers have now become celebrities within their own right. Zoella has amassed a huge 6 million subscribers and views on videos often reach 12 million a month.  A whole generation of us tune in to watch her antics in daily vlogs detailing her life, and her tips on fashion and beauty. Zoella is also part of a tight knit group of Youtubers including Tanya Burr, Jim Chapman and Tyler Oakley who have all been catapulted to fame on the internet. Zoella and Tanya have both translated their online success commercially and released their own cosmetic lines with Superdrug.  Zoella’s collection features candles and bath fizzers whilst Tanya has kept to her make up origins and brought out a selection of lip glosses and pastel nail varnishes. Both lines have flown off shelves, a testament to their popularity and reach.

Zoella’s career and celebrity status continues to explode and multiply.  She has won numerous awards ranging from ’Best Established Beauty Blog’ to ‘Best British Vlogger’ and has just been featured in Vogue’s latest issue. Not only that, but she has her first book out just in time for Christmas, and she has recently taken part in the latest Band Aid single with heavy weights including One Direction and U2 also collaborating.  Perhaps the next step for Zoella would be a clothing range. Any clothes Zoella recommends tend to sell out within days (remember those blue patterned jeans from Topshop she recommended – subsequently seen on practically every teen in Britain this summer).

Fearne Cotton AW14 Midseason campaign embargo 23rd September 2014 00.01(Photo:

Celebrities bringing out their own clothing lines is nothing new – just look at Fearne Cotton’s line for among others.  It has been going for five years and her latest collection is her best yet. Featuring her quirky style, rock with a touch of glamour, she creates a line which is easily wearable for the every day girl. 32% of us aim to recreate celebrity looks and bloggers are becoming the new wave of celebrities that we want to emulate. Bloggers are one internet phenomenon here to stay.


About Author

helenaurquhart If she’s not ‘singing’ along to ‘Let It Go’ from Frozen, or attempting to work out how to use her printer, then Helena is most probably reading a copy of Vogue. (It is relevant to her degree, really). A post it note fanatic who is perhaps a little too obsessed with Ben and Jerry’s, she also loves to travel.

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September 2021
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