Social media use in the fashion industry has enabled consumers to have more interactions with fashion designers and firms. Unlike traditional advertising platforms, fashion companies and their advertising agencies have complete control over everything including billboard ads, magazine ads, and television commercials. With the use of social media, the industry can be advertised virtually anywhere at any time with a click of a button. When fashion companies started social media marketing campaigns in the 2010s, average consumers posted online comments immediately below the fashion company's social media advertisement. Public opinion had never had such influence. Average consumers would now be able to broadcast their opinions across the web and ultimately persuade brands to cater to them. Since its surge in 2009, luxury fashion brands have used social media to build interactions between the brand and its customers to increase awareness and engagement.[1] Social media has brought about new channels of advertising for fashion houses to reach their target markets. Whether this is on Facebook, Twitter, YouTube, Instagram, and so on, social media platforms are ultimately allowing brands to strengthen their customer relationship to engage a larger audience.[1]