Ten years ago, all it took fora fashion brand to see sales rocket was to get its clothes worn by a supermodel or an A-list actress.Although well probably never tire of wondering whether we can pull off Kate Mosss skinny jeans or Gwyneth Paltrows jumpsuit, these days the people really inspiring us to go shopping could be your next-door neighbour, a colleague or a woman you see on the school run.Fashions social-media stars – women just like you, only with thousands of Instagram followers – now have more influence than celebrities.

I became addicted to being part of this community of like-minded womenAlyson Walsh

One survey* of 14,000 people found that only three per cent would consider buying a celebrity-endorsed item, while 60 per cent said theyd been influenced by a blogger when shopping.Another study** suggested that for 83 per cent of us, personal recommendation is the most trusted form of advertising or communication.

Fashion brands used to hire celebrities for their aspirational, out-of-reach star power, but now it seems thats the very reason weve fallen a little bit out of love with them.

Sarah Penny, editor of industry resource Fashion and Beauty Monitor, believes online influencers are transforming the way we shop and talk about fashion.Influencers are definitely here to stay, she says.Its not a new concept; weve always seen stars lending their names to endorse products.But I think 2016 is really going to be the year of user-generated content.

This, she explains, means artful yet believably-natural shots taken by a normal person with an especially stylish eye, rather than on a professional studio shoot.The home ofsuch aspirational yet just-about-achievable imagery, of course, is Instagram – the rapidly growing social-media platform that has more than 400 million users globally.

While 90 per cent of UK Instagram users are under 30, the remaining 10 per cent are loyal, dedicated and – most importantly – ready to spend on the pieces that they see their favourite Instagrammers wearing in their posts.

I try to be very truthful and give a genuine insight into my lifeLaura Fantacci

Last year, Eva Chen, 36 – ex-editor ofUS glossy magazine Lucky and widely tipped as the Anna Wintour of the digital age – shocked the fashion industry by quitting magazines to become head of fashion partnerships at Instagram.

Joining Instagram made sense for Chen, whohas more than 580,000 followers onthe platform.There are a lot of peopleon Instagram trying to keep up with the Joneses, she told The Telegraph earlier this year.For me, its the inclusiveness of Instagram that is so appealing – that sense that the velvet ropes are coming down.

Whereas a few years ago, we wouldflit between our favourite blogs fordown-to-earth outfit inspiration and witty real-life takes on style, many ofthese bloggers have now migrated to Instagram, which means we get regular bites of content as we scroll throughthe app in our lunch hour or while wewait to pick up the kids from school.So who are the women blazing an Instagram trail for our generation?

Erica Davies

@erica_davies

15.8k followers

Age:39

How she defines her style:Casual but polished.

She says:I worked as a fashion editor on magazines and newspapers for 10 years.After Id had my second child though, I wanted to be at home.All my friends kept saying that they wanted to know what I was wearing so I started a blog, and Instagram followed.At first I avoided putting up pictures of myself but its something I now doa lot.Im no size 8 so I think its useful for my followers to see that.Im obsessed with Instagram:I love how direct it is.Its just me being me.

Who she follows:@SincerelyJules Such a gorgeous feed with a mix of fashion and travel.

@EvaChen212 I love her way of making her high-fashionlife so accessible.

@TheFrugality Brilliant for finding the most desirable bargains out there.

Erica"s top buysAlyson Walsh

@thatsnotmyage

8.5k followers

Age:51

How she defines her style:Relaxed glamour.

She says:After working in magazines, eight years agoI started lecturing part-time.They asked me to teach blogging, which I was totally clueless about, so I set up my own blog.Soon I became addicted to being part of this community of like-minded women.If theres one thing Ive learnt, its that people like to see the face behind the words.I only joined Instagram two years ago and love the way you can combine words with pictures on it.Although I still love going to the actual shops to be inspired too.

Who she follows:@iconaccidental If you want a rest from the usual look-at-me street style, click to Lyn Slater.

@patternity An inspiring edit of graphic pattern imagery.

@ellenvonunwerth The feedof one of my favourite fashion photographers.

Alyson"s top buysLaura Fantacci

@witblog

32.9k followers

Age:35

How she defines her style:My wardrobe is very streamlined and full of shirts and blazers but Ill always add pom-poms, tassels or glitter – something playful.

She says:I discovered Instagram two and halfyears ago through my20-year-old sister.I never got on with other social media like Twitter because Im not very good with words!So I coyly startedan account.Ive alwaystried to be very truthful and give a genuine insight into my life.When you put yourself out there, you can get some fiery comments,but mostly its a lovely way to communicate.

Who she follows:@wardrobeicons For things that never go out of fashion.

@tashsefton I literally want everything she posts.

@deborahbrett Shehas inspired most of my interior buys.

Laura"s top buysKat Farmer

@doesmybumlook40

18.5k followers

Age:43

How she defines her style:Modern classic withan edge.

She says:My blog and Instagram feed werea journal of my journeyas I headed into my 40s.I was finding it hard to finda style that I was happywith – something which wasnt mutton or frump.Im amazed every day that Im not still 30.I try to keep the majority of an outfit classic, and throw on one trend ata time.Midi dresses are perfect for day with ankle boots or gladiator sandals, then I add a pair of heels and a biker jacket for evening.

Who she follows:@Emmauellealt My style icon.Ill take all the blazers.And shoes.And bags.

@Stylonylon The photos are simply stunning.Its my dream to pin her down for a photographic masterclass!

@edit.58 Interiors heaven with a dose of everyday life.

Kat"s top buysAmanda Start

@onlinestylist

10.2k followers

Age:47

How she defines her style:Uncomplicated luxe – minimal and classic.

She says:I used to work in finance, but just before my 40th birthday I was made redundant.I sort of took the money and ran, seeing it as serendipitous.Id always wanted to write a book but didnt think I had one in me so I started my blog.Id see all these style blogs by 20-somethings but couldnt find anything for a woman in her 40s, so I just did it myself.Instagram is the place of “pretty”, so I am always falling down a rabbit hole.I love the community and the lack of negativity.

Who she follows:@oraclefoxAn uber-cool Aussie with an edgy style - my favourite minimalist risk taker!

@monicabeatrice This feed is life affirming, beautifully bright and inspirational.

@moderncamper The most restfully tonal lifestyle feed.

Amanda"s top buysLaëtitia Wajnapel

@MelleRobot

43.5k followers

Age:37

How she defines her style:Im from Paris so that is definitely a big influence but Ive also always loved California skate culture.

She says:I began my blog in 2007 when I was on maternity leave.Instagram came later when I got into photography.Writing will always be my priority butits nice to have a place where the visuals are sucha nice complement.Its a brilliant to way discover small brands.I use the private message function a lot to speak to other creatives – Instagram has a good vibe.

Who she follows:@julystars For rare photography, and the occasional cat.

@hannahmas Inspiring interiors from the founderof West Coast design emporium General Store.

@fashionfoiegras Full of beautiful travel and food.

Laëtitia"s top buys

*Collective Bias

**The Nielsen Global Trust in Advertising Survey