“Everybody who has the tag is very different as a blogger,” says Zucker. “There’s no algorithm for what gets picked and what doesn’t.”

All of the promoted content on the fashion tag is hand-picked by the 27 editors who are currently managing it. There is an extra star button at the top left of the page, alongside the heart and reblog features. Each editor is allowed to promote up to ten posts daily to be featured.

The fashion world on Tumblr has expanded so significantly over the past four years, there is now a separate tag dedicated just to New York Fashion Week. Zucker was an NYFW tag editor for two seasons in a row, however, this year, Tumblr has partnered with Milk Studios.

As for the fashion tag as a whole, Zucker says the community is diverse.

“In the fashion space, there’s a big divide between the bloggers who do original content — take original photos, and write their own copy — versus blogs that reblog and post inspirational photos, very scrapbook-like,” she adds.

Tumblr’s ability to republish from others at such a high velocity has produced a whole new type of blogger who curates content. Although bloggers often don’t give credit to the original content creator, it often allows more casual bloggers to create visual boards for inspiration.