Fashion blogging exploded in the early 2010s, turning street-style photographers and personal-style writers into industry voices, and this short film asks the people at the center of that shift what actually changed. Vogue critic Suzy Menkes weighs in alongside Yvan Rodic, who built Facehunter by photographing strangers on the street, Jennie Tamm of The Coveted, and Julia Knolle and Jessie Weiss of LesMads. Each describes how their blog started, what they think readers get from it that magazines don't, and how the fashion establishment reacted as bloggers moved from outsiders to front-row regulars at shows. The interviews are intercut with glimpses of the bloggers' own photography and writing, giving a sense of the visual style that built their followings. It's a snapshot of a specific moment when the line between fashion journalism and personal publishing was still being argued over, told by the people who were arguing it.