Hey Alexa, how much to buy a dress of yours?

WHATEVER happened to 'It' girls? You know, those super-cool young women who typified a period in time with their striking looks, sought-after style and social connections.

- BY EMMA JOHNSON

There used to be loads of them - from Babe Paley in the 50s to Edie Sedgwick (60s), Bianca Jagger (70s) and Carolyn Bessette-Kennedy (90s). But I feel like we haven't had a new one for years.

I guess they got usurped by influencers. These days the sort of women we used to dub an 'it' girl are now online content creators with millions of followers, not to mention a slew of modelling gigs and endorsement deals.

Those girls have taken the public interest in their lives and looks and commodified it to make themselves millions. Kendall Jenner and Hailey Bieber are cases in point.

The reason I find myself musing on the 'It' girl phenomenon is one of my faves is throwing open her closet and allowing fans to buy into her mystique.