eorists and sociologists who have done their own primary research on these social media platforms and have gathered the findings themselves. This is the same for the articles that I found as they had made their own observations on what is on social media. These studies do not all give direct evidence, but all relate to the themes that I am looking into and allow room for assumptions. I explored the main themes that I identified when doing my research: marketing and social media, body image and bloggers which can all relate to the impact that social media has had on the fashion industry. The evidence that I found in these sources coincides well with what I found when doing my own investigation of social media and different brands profiles. The only limitations that some of the evidence may have are that they are based on personal opinion rather than fact. For further research I would like to find more figures to solidify and confirm the findings about social media. CHAPTER ONE: Social Media. Instagram is one of the most used and influential social media platforms in everyday life and in the fashion industry. It is an app where people can upload their own pictures and choose to follow friends, trends, influencers and even brands. This app has been researched by many people in terms of how it is used for marketing and the effects it has on body image. The impact it has had has been massive as “Recent figures show that Instagram alone has a significant share of posts that belong to the fashion category.” (Khamhampati, 2014), the rise of society’s interest in other people’s lives has helped brands because they operate by dispersing the work of creating and engaging with images into consumers everyday lives. The up rise of the fashion blogger and social influencer as a job and career has had a major impact on fashion and the industry in general. The influencers have brought a new aspect to social media where people want to see what people are doing, what they are wearing and what make-up they should be using right now. Social media is now very popular. Fashion blogs have become a huge influence on today’s youth and the fashion industry. In more recent years YouTube has grown and ‘vlogging’ has become more popular. “The increasing pervasiveness of social media and digital technology has had a dramatic impact on the fashion industry and labour within fashion.” (Arriagada, 2016.) One impact that social media has had on the fashion industry is that social influencers haven been able to promote brands and make them more popular >