"A man needs to be polite - not just to me, but to everyone," said Adriana Lima. "How does he treat the waiter? The coat-check girl? The driver?" And in China in particular, this emphasis on etiquette has never been more prevalent – for businesses and patrons alike.

With the advent of technologies that ensure constant connectivity, examining the social rules that accompany mobile phone usage is more relevant than ever. Are there any explicit or implicit norms? Do habits differ culturally, or are they universal?

With young women’s career ambitions having overtaken men’s, the founders of online magazine The Politesse saw an opportunity for a publication fusing practical business advice with lifestyle gloss – from the correct stance on crop tops at work, to how to ask for a pay rise.

Authority is slipping away from 'traditional' experts – and into the hands of celebrities. But is 'standing out' from a sea of information, products and ideas as simple as putting a famous face on a brand?