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often repost when Tess Daly uploads a post wearing their products and always praise her for looking beautiful. This gives off a valuable message to anyone who isn’t necessarily confident in themselves to accept their differences and embrace who they are whether it be through makeup or clothes. Although there has been development in diversity within the fashion industry, disability is something that is not represented enough. Disabled models are rarely seen on runways, adverts or in magazines. Reichart Smith and Sanderson (2015), have developed on the discussion of “the opportunities provided by social media platforms that empower women to counter mainstream stereotypes directed at the female body and subvert conventional forms of the gaze through the use of the selfie, and self-present outside traditional gender norms”. This shows how women, no matter their sexuality, gender or body type can use social media platforms to post non-normative selfies to challenge dominant ideals of feminine beauty. The benefit of Pretty Little Thing promoting all types of people is that no one will feel discriminated against and will feel as though they can be accepted by the brand, making them want to buy the products and even promote them.

Blogging has been a way of empowering women and allowing them to use their interests, hobbies and skills to create a career for them and be independent. “Popular discourses about the role these platforms play in economically empowering women can be ascribed to assumptions about the merits of highly individualized, flexible employment conditions, especially for female workers aspiring to combine professional and domestic responsibilities. Although findings about the persistence of gender inequalities in digital media industries have productively challenged to be valorized through such hybrid neologisms as mom-preneur, etsy-preneur and blogger-preneur. “(Gill, 2008.) These jobs give all women huge opportunities to show who they are and what lifestyles they lead. This could be from a single mother to a student, which shows that blogging can appeal to all ages and bring new openings to all women. Therefore, by Pretty Little Thing using these women to promote their brand they are encouraging and empowering these women to carry on doing what they do and showing society that women can be independent and powerful, especially through fashion.

Overall, social media has allowed brands like Pretty Little Thing to develop and make the brand exactly what they wanted it to be. Social media has also given high-street brands a opportunity to