"Extremely valuable in tracing the evolution of personal style blogging up until the present day and in depicting how fashion media has been revolutionising itself through a discursive process. . . . An exciting read for students, professionals as well as academics interested in the fields of fashion, media, blogging, digital transformation and creative work more generally."

LSE Review of Books

"Over the course of five well-presented and thought-out chapters, Findlay leads readers through the origins, evolution and rise of the personal style blog. . . . Findlay has compiled a detailed, well-researched and accessible account of what personal style blogging is, where it came from and how it has grown. She pulls apart the psychology of the style blog and blogger, revealing them to be far more complex and important than they are often given credit for. She writes in an engaging, personal way that does not distract from the academic importance of her subject. Readers can feel her passion for the topic and world of personal style blogging through the voice of her writing, however, and that makes for an engaging academic piece."

Journal of European Popular Culture

"Findlay traces the origins of fashion weblogs at the turn of the century and puts them all in the context of history and the fashion industry. It’s a remarkable analysis, properly referenced throughout, and highly recommended to those trying to navigate and understand the fashion blogosphere. . . . Such is the depth of Findlay’s research that she even looks at the original rise in photography in fashion magazines under Thomas Condé Nast. . . . [She] convincingly argues that blog communities are a valid social entity, one that the industry should accept as being here to stay."

Lucire

"One of the first books that traces the history of personal style blogging from inception to present day. . . . What Findlay weaves together is an exceptionally crafted dive into the world of style blogging."

Fashion, Style & Popular Culture