As anyone with a remote interest in fashion will tell you, there is a revolution taking place in the way the industry is being projected, analysed, discussed and consumed.
Over the past few months, bloggers have literally come out of the woodwork, gained mainstream audiences and earned front row seats at the biggest fashion shows held at the most reputed fashion weeks in Milan, London, Paris and New York – long considered the holy grail.
From Bryanboy, a 22-year-old fashion-obsessed Filipino blogger, to shoe-crazed photo-blogger Tommy Ton, 25, from Canada and Tavi Gevinson, American, just 13, who's already launched her T-shirt line, these erudite, once obscure youngsters have been hailed by some as harbingers of a brave new world of fashion.
While the traditional media remains slightly undecided on what to make of them, designers and fashion brands looking for new customers are more than willing to plug into the latest social media trends and see their growing popularity as an opportunity to be tapped.
So if Bryanboy and Tommy Ton can bag a front row at a Dolce & Gabbana show, right next to icon and US Vogue editor Anna Wintour, could UAE bloggers be far behind?
Not very far, says Bebhinn Kelly, who runs hellwafashion.com. Perhaps not the high-profile shows just yet, but major sponsors are taking notice and getting serious about it, says Kelly.
"It is already happening," she says. "There has been a huge change in awareness in the past three months. Advertisers in the region are realising more and more that going online in general gives good return for the simple reason that it is measurable."
Kelly, who started her blog eight months ago, has been sponsored by Samsung Gulf Electronics and is blogging from the front row of the ongoing Dubai Fashion Week, for which the Korean giant is a sponsor. The two have already partnered at the last fashion week.
Huda Kattan, a professionally trained make-up artist, blogs about fashion and gives make-up tips on thebeauty411.com.
"Corporations everywhere are starting to see the success of advertising on blogs. Blogs are becoming the newest way to get your information fix and companies understand that conventional ways of advertising are sometimes more expensive and less effective," Kattan says. "Blogs in the UAE have already proven success by their number in followers and ability to engage media. If anything, I think serious bloggers in the UAE are more successful because of the passion for fashion and beauty here."
Kelly says her website averages 114,000 hits and more than 30,000 page views a month while Kattan says she has an excess of 2,000 registered members.
Marco Vocale, the head of corporate marketing at Samsung Gulf Electronics, says his company was looking for innovative and creative platforms to communicate with consumers before it signed up Kelly.
"We've observed a growing target audience for fashion, lifestyle and smartphone conscious consumers. We believe that fashion today has expanded to encompass our way of life, not just how we dress, but how we design our homes, the hotels we stay in, the car we drive and the technology we buy," he says.
The partnership, Vocale adds, has helped increase brand awareness amongst its key audience.
"The Samsung and hellwafashion.com online diary in 2009 registered a total reach of 6,165 unique users. The blog posts and pictures uploaded on the diary received 3,625 and 2,540 hits, respectively."
Alanoud Badr, a fashion student who regularly blogs and operates an online boutique on fozaza.com, says UAE bloggers "are hungry and adventurous".
"Fashion blogging in the Middle East is attractive to many around the world. People have been curious about the region for years and blogging from a place many people have not visited is a great opportunity to show the world just how fashion forward this place really is and how passionate we are about it," she says.
Sherry Tenorio, a journalist who blogs part-time on lamodadubai.com, says the Emirates' burgeoning talent and the presence of some of the biggest brands makes for interesting fashion blogs.
"The UAE is home to some of the most talented fashion designers and the local talent pool is very promising. As the industry continues to develop, these designers will be better recognised and will get the attention that they truly deserve," she says.
So what makes a good fashion blog?
"Good content gets attention," says Kelly.
"A good blogger will have a well read site, which is constantly updated and appears without too much hassle on search sites. Once you've attracted readers and repeat visitors, advertisers will want an audience. So in the end it boils down to having a good product."
Fozaza.com's Badr says developing personal relationship with readers is essential. "One has to be true to one's passion and the rest is history. The energy will take its course and the attraction is instant," she says.
Even as the debate continues internationally on whether or not fashion blogging as a medium could shape the industry, UAE bloggers are determined to continue to shine a light on the local industry.
"I think we are moving slowly but surely enough in the right direction. I find a lack of true passion, but I'm sure we'll flourish soon," says Badr.
Kattan says that while the UAE still serves as more of a hub for fashion designers and lovers, talent is growing.
"I have seen some designs that I have had to have. Many designers have had enough international exposure to know what they are doing," she says.
Hellwafashion.com's Kelly has no doubt there is enough talent to sustain an industry.
"Dubai produces such a mix. There is a huge pool of talent, but like anywhere these designers have had to work hard to get where they are," she says.
"As far as blogging about fashion is concerned, the famous bloggers in Europe and the US have been plugging away at it for a while, whereas here it's in its infancy. Time will weed out the women from the girls."