The world of Fashion and Beauty is powered by the Selfish.

It may seem like a rather obvious statement, but with each passing year it feels like the driving forces behind the Beauty and Fashion worlds are people who spend the majority of their time taking photos of themselves. 

kevin hart‘selfie’ was the Oxford Dictionaries Word of the Year in 2013. The publishing powerhouse picks one word that encapsulates the zeitgeist and mood of the year past. It would have been a relief for the word to lose it’s social traction in the years that followed, much like ‘chav’ and ‘bovvered’ before it – however the concept as a whole is symptomatic of a generation’s obsession with vanity, that looks to be with us for a long time to come.

Of course, it’s not the original sin of human vanity that is the cause behind this wave in social sharing but something a great deal more sinister: the notion of celebrity.

Kim-Kardashian-selfieWe thought we’d seen it all. Safe in the knowledge that our celebrities of the 90s and 00s were the most outlandish/outrageous, it would be too easy to dismiss the current generation of self-made stars as flash-in-the-pan successes. We had Peter Andre and the irrepressible Katie Price jostling with the likes of Princess Diana, George Michael and Tom Cruise. These people were hounded relentlessly by the press making their private lives known the world over – regardless of their wishes.

However, today’s stars have put themselves in the spotlight on purpose, and now strive to maintain that limelight for as long as possible. Our celebrities of today have not derived their popularity from skills or talents, they have ruthlessly marketed themselves as worthy of global attention and must strive each day to validate their global presence.

justinThese self-appointed VIPs maintain their social relevance and status through the use of well established Social Media Platforms. Where celebrities used to run, covering their faces, from flashing paparazzo, they are now doing the media’s jobs for them. By pushing content such as ad hoc videos, blogs, tweets and the ever present selfie – a celebrity of any medium can maintain contact with their audience and open themselves up for criticism, counter-criticism and debate over their actions and thoughts.

The more impromptu the post, the more human the celebrity appears. The more typos that crop up in their rhetoric, the more the average person sympathises with them. All of this contributes to their overall star power, giving them more chance to gain a sponsorship deal from a famous brand or corporation.

Money is the main motivator when it comes to the hunt for celebrity.

As long as the road to stardom continues to be paved with millions of dollars, there will be thousands of people willing to do anything to get on there.