Curious case of the sidewalk models: 'They're nobody turned into somebody'

Fans stand outside at the end of the Dolce & Gabbana runway show. The sidewalk has become the spot for fashion fans to spot their favourite social media stars. Photo: AFP

A cry goes up the from crowd, a sea of craning necks and suddenly hundreds of cellphones go up in the air clicking photos. An influencer has just arrived at a fashion show.

This is the scene that has played out day after day at Milan Fashion Week, where live shows began last week, all accompanied by crowds of fashion hopefuls, fans and photographers hoping to capture a perfect Instagram shot of their favourite influencer.