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The rise of the Superblogger

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An exciting new era of blogging is upon us. Meet the people changing the face of the fashion industry

Think blogging is old news? Its explosion may be over but there are a few power players standing in the rubble. By merging online and offline worlds, they’re building brands to rival celebrities.

Take stylish Swede Elin Kling, 29, whose blog Style By Kling has an army of fans. Her latest venture, a collection with Guess by Marciano launching on 1 November, exemplifies how blogs are transforming into lucrative, multidisciplinary businesses. She’s already collaborated with H&M, launched her own magazine and is the face of Hoss Intropia. Her new line for Guess is beautifully tailored and infused with her Scandi cool, showing exactly why these partnerships work.

And she’s not the only one – Bryanboy, whose blog makes £62,000 a year, is now a judge on America’s Next Top Model, while photoblogger Garance Doré writes for Vogue Paris and Jackie Dixon’s blog, Show Me Your Wardrobe, is now a TV series.

Navaz Batliwalla from fashion blog Disneyrollergirl says, “Blogs like Elin’s are huge media machines. They already have a great following, so it’s no surprise that brands are trying to develop the talents of these super-communicators.”

We’ve picked four of the most exciting new generation of bloggers to follow, below...

ABOVE: Poppy Dinsey, 25

Get inspired by real-life looks or upload your outfits. A sartorial social network like no other. wiwt.com

ABOVE: Sandra Hagelstam, 24

Edgy and urban, Sandra’s posts make us want to dress just like her. 5inchandup.blogspot.co.uk

ABOVE: Cate Underwood, 22

Her eye for a whimsical shot makes her blog utterly addictive. cateunderwood.blogspot.co.uk

ABOVE: Emily Weiss, 27

The ex-US Voguette’s cult beauty blog is as chic and polished as you’d imagine. intothegloss.com

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