'When I was growing up and reading magazines, I didn't see anybody that looked like me," fashion blogger Aimee Song says in a video on her Song of Style blog.
In 2008, she took matters into her own hands by posting a photo of herself online. Today she publishes nearly 200 outfit posts each year. A typical post shows the blogger's outfit of the day, sometimes accompanied by a text description (a "style story") that may include links to places online where individual items can be purchased. Blogs such as Song's helped precipitate the now-ubiquitous "selfie" and "ootd" (outfit of the day) images that now dominate Instagram. These style blogs have completely changed the way fashion, beauty and identity are presented and consumed. In contrast to the big-budget images produced by the fashion industry, these outfit posts offer a glimpse at how everyday people engage with clothing.