Monitised babies and major kickbacks: when you see an image of a high profile fashion blogger, there are strings attached.

I’m not into fashion; I basically wear a uniform of black so I don’t have to think about getting dressed. But I do remember when bloggers started taking over the fashion world with their eclectic stylings and social media savvy, and I thought it was cool and democratic. Real people with real bodies using real clothes instead of all the sets, stylists and models involved in magazine shoots? Surely this is a good thing.

Then someone explained to me that top fashion bloggers use their huge followings to monatise their posts – that is to say, earn money by recommending a product. They are selling everything they wear. When you view their image, you’re looking at an elaborate advertisement, packaged as a real-life snapshot.

Just google it and it’s eye-opening: big bloggers make 7 figures and they get sent apparel and accessories free by labels who want them to SELL. In short, the more money you blow on designer duds thanks to them, the more money they pocket. A strange sort of democracy then.

Creepier still, many fashion bloggers pose as ‘normal people’ in their blogs rather than fashion professionals. However glossy and tweaked their post-production images look, it keeps them more relatable. “Followers respond better to the ones who pose as average people. They don’t want to feel like they are looking at something corporate, like an ad,” my fashiony friend Lara explained. Yet a successful blogger IS a company, and styling an outfit is just a small part; behind that there are corporate partnerships, elaborate photoshoots, post-production editing, online promotions… and so on.

The examples of female bloggers Lara friend showed me were fascinating – one was US based and the other UK. One’s style was edgy and the other froufrou, yet they were SO alike: caucasian, waist length hair, very slim, both pushing towering heels, big handbags and accessories like sunglasses (coincidentally, these are things that women like to splurge on. Sigh).

One of them had a post in a maternity ward a few days after she gave birth. She was in a hospital bed sporting full professional hair and makeup, immaculately presented, wearing a vintage looking silk kimono, holding a baby swaddled in pink. As my cursor hovered over the image, a pop up said “click on the baby to buy the blanket.”

Maybe a uniform isn’t so bad.