A few years ago only, hardly anyone would have known what a fashion blogger is. Indeed, in the year 2000 fashion blogs were still a rare occurrence. In the space of a few years though, they rapidly multiplied and have now become a staple of the fashion media landscape. In the process academics have started looking into their significance for understanding contemporary culture and society, and a small body of work now exists that shows their value as sites of interrogation not only of contemporary practices of dress and discourses on fashion and appearance but also as platforms of investigation of digital media culture. Their variety, the richness of their textual multimodality and their nature as repositories of past images and words make them an invaluable source of data on practices of production, consumption, and representation of fashion across the world. Words, sounds, still and moving images, their creation as well as their reception, can be analyzed to shed light on various dimensions of fashion, digital culture, and contemporary society.