As emerging economies transform the consumer base for high-end goods, luxury is moving out of range of all but the very richest. The fashion industry is rushing to fill the gap, as the notion of aspiration is remodelled to appeal to a diverse range of consumers – and budgets.

In the US, there are 11.8 million Gen Yers living in households with six-figure incomes, and many want to treat themselves to luxury items. For a market filled with these tech-savvy and social media-driven shoppers, instant gratification is crucial. But how are brands getting this group to splurge?

Fandoms are usually formed around films, music stars or books. But for the ‘Sharkies’, devoted followers of Australian clothing brand Black Milk, the allure of distinctive printed lycra is enough. The community they formed is helping shift 2000 pairs of leggings a day.

Selling clothes plastered with memes, gifs and poop emojis, Shop Jeen has Gen Z and Y set firmly in its sights. But how has 23-year-old founder Erin Yogasundram – dubbed the “Queen Bee Of the internet” – amassed a cult following without spending a single dollar on advertising?