Following the rise of the digital era and social media, we have begun to define ourselves and others based solely on a number of likes we receive on an Instagram post or Facebook status. It has radically changed how celebrities are perceived on social media. In the worlds of music and fashion, ‘likes’ are now essential to a clothing brand’s or artist’s overall success.

The success of a campaign is now measured on the gained exposure online through likes and shares as opposed to traditional methods such as billboards and television advertisements. Together with Trilogy Stores, retailers of designer high waisted jeans, we investigate how and why social media is having such a significant impact on the world of fashion.