If fashion and celebrity culture in the early aughts were seen through vaseline-covered lenses and heavily Photoshopped, painstakingly perfect pictures, now, amateur mirror selfies are more likely sources of influence and inspiration. An era of oversharing is in full-swing, and consumers are more accustomed to images shot on an iPhone than overly-glossy photography.

Fashion advertisers have long played on our desire to keep up with the Joneses with compelling images designed to make us shell out piles of money. But lately, crowd-sourced imagery is changing the way people shop. How are brands and retailers adapting?