Instagram fosters the rise of cult, buzzy brands and products, whether that's a Ganni banana T-shirt or a Wandler bag. It once was seen as a faux-pas to wear the same thing as someone else, but now at fashion week street style stars have no problem all carrying the exact same handbag and adopting a uniform. The Scandinavian set of influencers, such as Emili Sindlev and Jeanette Madsen, prove however that it is possible to all wear the same jumper, and still stay true to your own personal style. "The new found success of the Scandinavian it girls with their colorful, mixed-matched, sometimes man-repelling style are a testament to the fact that people do want to see things that break the mold sartorially speaking," says Ellie. And they give inspiration for how you can wear the T-shirt you see all over Instagram in your own way.

Of course you can't talk about the rise of a fashion uniform without mentioning the street style circuit. Street style historically used to be an authentic reflection of what people were wearing, but now it has turned into a performance with many dressing to be photographed and — just like with the like-generating grey jumpers and Gucci trainers— wearing the things that they know will be well-received. Street style photographer Romy Lux tells me: "There are a pair of Celine boots that I've seen at least once every single day of the fashion month." Personal style can be side-stepped in this arena, with women wearing Dad trainers or a plastic Chanel bucket hat, not because it will slot into their wardrobe and be worn for the next decade, but because it is bait for the crowds of cameras waiting outside the shows. "There are so many photographers working in street style who are only trained to look for certain labels or trends, and it's easy to play into that," says Deputy Editor of Fashionista Tyler McCall.

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via Who What Wear

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