Instagram: how the hashtag changed #fashion

So-called Insta-models – the likes of Cara Delevingne, Gigi Hadid and Kendall Jenner, with million-plus followers – are often paid for their frequently shared content, and can charge companies up to $300,000 (£200,000) per post.
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Instagram’s influence is now directly feeding into what high-fashion stores are buying – especially as the demand for smaller, niche labels grows. Lydia King, buying manager at Selfridges, calls the app a “great tool to find new labels from around the world and to instantly see how potential consumers are reacting to and interacting with these niche brands”.
http://www.theguardian.com/fashion/2016/jan/04/instagram-how-the-hashtag-changed-fashion