The fashion business has changed significantly. Before the industry just produced and everyone followed. Now not so much. The media age has changed everything. The business is analysed and key influencers are monitored around the clock. This in itself is not a huge issue, but the fact the key influencers have changed really is a big issue. Fashion and celebrity has gone hand in hand for many years.

The industry has always known that having a top celebrity wearing your latest design can bolster sales significantly. Never more so has this been so prominent as today. Now paparazzi follow celebrities day and night snapping pictures whenever they leave the house. On top of this the media has changed. It is not organised photoshoots where stylists dress the models and shots are taken for magazines. This is very much a staged approach which allows the stylists to dictate what models wear and what is in the magazine. Now everytime a celebrity leaves their house they are photographed and the images appear online. Bedroom bloggers give their opinion and consumers make their decisions.

It is no wonder celebrities receive no end of free clothes and accessories from brands who are hoping that they will be worn out and photographed. This shift away from old media to new media is having a huge impact. Celebrities are also starting to realise the power of their influence and direct their followers to specific causes. This can be anything from charitable causes they support to their own products and anything in between. The rapid adoption of Twitter by celebrities just goes to show how quickly they are realising their level of influence is what dictates their level of stardom and success.

Brands such as Mary Frances Handbags are using this technique to build their brand equity and further establish themselves in a very competitive industry.