campaigns and brand projects. Some bloggers are also known as influencers because of the success of their blogs (take Ferragni, who is a celebrity and brand now in her own right, and whose recent wedding created serious social media traction). The future of blogging is unsure – some (Pernille Teisbaek, for example) are closing their blogs because of a dip in traffic, thanks to the rise of Instagram. Influencers don’t typically have blogs or their own platforms outside of social media. In the past they might have been called ‘It girls’; they’re paid to attend fashion shows, designer dinners and fashion parties because it earns the brand kudos to have them there.