As the fashion industry now well knows, if you want to build buzz around your product, you need to get it into the hands — and onto the Instagram feeds — of the right bloggers, editors and other “It” types who make frequent appearances in street style photos. In fact, the whole “street style as advertising” phenomenon has led more and more brands to strategically dress (and cut checks to) certain personalities during Fashion Month in exchange for exposure, turning a medium that once accurately captured people’s personal style into a well-manufactured publicity machine.

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Story: Fashionista
Photo: Gelareh Mizrahi/Facebook