Once upon a time, fashion inspiration was gleaned from two main sources. First, there were glossy magazines, in which high-end designer clothes were presented in highly stylised, fantasy-inducing settings: gorgeous, for sure, but often not immediately transferable into the ‘real world’.

On the flipside was the real world itself. From the girl on the bus whose hairstyle we made a mental note to try and replicate to the colleague whose bright outfits motivated us to try colour-blocking, the women around us have long provided styling ideas for us to ‘borrow’.

But now, of course, there’s a third way to find inspiration for our next look. Social media sits somewhere in between fantasy and real life, providing fertile ground for the spread of fashion trends – and a strong online following is now a vital form of advertising for brands.

These are the 10 most popular fashion brands on social media right now