Talking Angela is a mobile game (formerly a chatbot), developed by Slovenian studio Outfit7 as part of the Talking Tom & Friends series. It was released on 13 November 2012 and December 2012 for iPhone, iPod and iPad, January 2013 for Android, and January 2014 for Google Play. The game's successor, the My Talking Angela game, was released in December 2014. The game takes place in a café in Paris and allows players to interact with Angela, an anthropomorphic white cat in different ways. Players can use coins to purchase makeup, accessories and items, as well as drinks that will trigger different visual effects. The fortune cookie button causes Angela to read out a fortune cookie, while the bird icon will prompt birds to fly around the screen, or have Angela feed them. Players can also pet or poke Angela, as well the café's sign. Prior to their removal, the game featured a chat system and a camera button. Users can engage in conversations with Angela, ask for quizzes or initiate a short snippet of the song "That's Falling In Love". If the player was to type in "Who is an idiot?", Angela would respond with a random swear word. Additionally, inquiring Angela about sexual topics would cause her to reply with "Do you want to talk about sex?", though she will quickly change the topic regardless of what the player writes next. A hoax claiming that Angela's eyes were hidden cameras that enabled hackers or paedophiles to watch children was spread. Despite the claims, Snopes and The Guardian found no evidence. Due to the hoax, Angela received a blue dress, as well as an altered eye asset with a different reflection, and later the chat and camera functions were removed altogether. == Hoaxes == In February 2014, Talking Angela was the subject of an Internet hoax alleging that the application was a front for child predators to exploit children. The rumor, which was widely circulated on Facebook and various websites claiming to be dedicated to parenting, claims that a sinister sexual predator or hacker, asked children for private personal information using the game's text-chat feature. Other versions of the rumour even attributed the disappearance of a child to the game; one news report claimed that a seven year old boy disappeared after downloading the app. Another variation included that it was run by a paedophile ring, citing a man that could be seen in Angela's eyes. The app's developers, Outfit7, later gave a statement refuting the hoaxes. The hoax was eventually debunked by Snopes, a fact-checking website. The site's owners, Barbara and David Mikkelson, reported that they had tried to "prompt" it to give responses asking for private information, but were unsuccessful, even when asking it explicitly sexual questions. While it is true that, in the game with child mode off, Angela does ask for the user's name, age and personal preferences to determine conversation topics, Outfit7 has said that this information is all "anonymized" and all personal information is removed from it. It is also impossible for a person to take control of what Angela says in the game, since the game is based on chatbot software. When the mode was turned on, the chat feature was disabled, meaning no personal questions could be asked. In 2015, the hoax was revived on Facebook, which prompted online security company Sophos and The Guardian to debunk it again. Sophos employee Paul Ducklin wrote that the message being posted on Facebook promoting the hoax was "close to 600 rambling, repetitious words, despite claiming at the start that it didn't have words to describe the situation. It's ill-written, and borders on being illiterate and incomprehensible." Bruce Wilcox, one of the game's programmers, attributed the hoax's popularity to the fact that the chatbot program in Talking Angela aimed to sound realistic. Concern was raised that the game's child mode may have been too easy for children to turn off. It allowed them to purchase "coins", premium currency in the game, via iTunes, and enabled the chat feature. While not "connecting your children to paedophiles", this still raised concerns according to The Guardian. === Impact === The scare significantly boosted the game's popularity, and was credited with helping the app enter the top 10 free iPhone apps soon after the hoax became widely known in February 2015,In the truth the reason there is a man in Angela’s eyes is because of pareidoila, the ability to see through diamonds and other minerals and water bodies and shiny objects,which is the reason why players notice a man in her eyes,The truth is that being Angela’s eyes simply serve as a reflective surface,Because of the low quality of this reflection the reflection was mistaken for a humanoid figure. oref>Smith, Josh (19 February 2014). "Talking Angela App Scare Skyrockets App to Top of Charts". GottaBeMobile.com. Archived from the original on 2 April 2016. Retrieved 10 May 2014. and third most popular for all iPhone apps at the start of the following month. In 2016, Outfit7 removed the chat feature along with the camera function from the app due to this controversy, though this decision was met with criticism.
Round-trip engineering
Round-trip engineering (RTE) in the context of model-driven architecture is a functionality of software development tools that synchronizes two or more related software artifacts, such as, source code, models, configuration files, documentation, etc. between each other. The need for round-trip engineering arises when the same information is present in multiple artifacts and when an inconsistency may arise in case some artifacts are updated. For example, some piece of information was added to/changed in only one artifact (source code) and, as a result, it became missing in/inconsistent with the other artifacts (in models). == Overview == Round-trip engineering is closely related to traditional software engineering disciplines: forward engineering (creating software from specifications), reverse engineering (creating specifications from existing software), and reengineering (understanding existing software and modifying it). Round-trip engineering is often wrongly defined as simply supporting both forward and reverse engineering. In fact, the key characteristic of round-trip engineering that distinguishes it from forward and reverse engineering is the ability to synchronize existing artifacts that evolved concurrently by incrementally updating each artifact to reflect changes made to the other artifacts. Furthermore, forward engineering can be seen as a special instance of RTE in which only the specification is present and reverse engineering can be seen as a special instance of RTE in which only the software is present. Many reengineering activities can also be understood as RTE when the software is updated to reflect changes made to the previously reverse engineered specification. === Types === Various books describe two types of RTE: partial or uni-directional RTE: changes made to a higher level representation of a code and model are reflected in lower level, but not otherwise; the latter might be allowed, but with limitations that may not affect higher-level abstractions full or bi-directional RTE: regardless of changes, both higher and lower-level code and model representations are synchronized if any of them altered === Auto synchronization === Another characteristic of round-trip engineering is automatic update of the artifacts in response to automatically detected inconsistencies. In that sense, it is different from forward- and reverse engineering which can be both manual (traditionally) and automatic (via automatic generation or analysis of the artifacts). The automatic update can be either instantaneous or on-demand. In instantaneous RTE, all related artifacts are immediately updated after each change made to one of them. In on-demand RTE, authors of the artifacts may concurrently update the artifacts (even in a distributed setting) and at some point choose to execute matching to identify inconsistencies and choose to propagate some of them and reconcile potential conflicts. === Iterative approach === Round trip engineering may involve an iterative development process. After you have synchronized your model with revised code, you are still free to choose the best way to work – make further modifications to the code or make changes to your model. You can synchronize in either direction at any time and you can repeat the cycle as many times as necessary. == Software == Many commercial tools and research prototypes support this form of RTE; a 2007 book lists Rational Rose, Together, ESS-Model, BlueJ, and Fujaba among those capable, with Fujaba said to be capable to also identify design patterns. == Limitations == A 2005 book on Visual Studio notes for instance that a common problem in RTE tools is that the model reversed is not the same as the original one, unless the tools are aided by leaving laborious annotations in the source code. The behavioral parts of UML impose even more challenges for RTE. Usually, UML class diagrams are supported to some degree; however, certain UML concepts, such as associations and containment do not have straightforward representations in many programming languages which limits the usability of the created code and accuracy of code analysis/reverse engineering (e.g., containment is hard to recognize in the code). A more tractable form of round-trip engineering is implemented in the context of framework application programming interfaces (APIs), whereby a model describing the usage of a framework API by an application is synchronized with that application's code. In this setting, the API prescribes all correct ways the framework can be used in applications, which allows precise and complete detection of API usages in the code as well as creation of useful code implementing correct API usages. Two prominent RTE implementations in this category are framework-specific modeling languages and Spring Roo (Java). Round-trip engineering is critical for maintaining consistency among multiple models and between the models and the code in Object Management Group's (OMG) Model-driven architecture. OMG proposed the QVT (query/view/transformation) standard to handle model transformations required for MDA. To date, a few implementations of the standard have been created. (Need to present practical experiences with MDA in relation to RTE). == Controversies == === Code generation controversy === Code generation (forward-engineering) from models means that the user abstractly models solutions, which are connoted by some model data, and then an automated tool derives from the models parts or all of the source code for the software system. In some tools, the user can provide a skeleton of the program source code, in the form of a source code template where predefined tokens are then replaced with program source code parts during the code generation process. UML (if used for MDA) diagrams specification was criticized for lack the detail which is needed to contain the same information as is covered with the program source. Some developers even claim that "the Code is the design". == Disadvantages == There is a serious risk that the generated code will rapidly differ from the model or that the reverse-engineered model will lose its reflection on the code or a mix of these two problems as result of cycled reengineering efforts. Regarding behavioral/dynamic part of UML for features like statechart diagram there is no equivalents in programming languages. Their translation during code-generation will result in common programming statement (.e.g if,switch,enum) being either missing or misinterpreted. If edited and imported back may result in different or incomplete model. The same goes for code snippets used for code generation stage for the pattern-implementation and user-specific logic: intermixed they may not be easily reverse-engineered back. There is also general lack of advanced tooling for modelling that are comparable to that of modern IDEs (for testing, debugging, navigation, etc.) for general-purpose programming languages and domain-specific languages. == Examples in software engineering == Perhaps the most common form of round-trip engineering is synchronization between UML (Unified Modeling Language) models and the corresponding source code and entity–relationship diagrams in data modelling and database modelling. Round-trip engineering based on Unified Modeling Language (UML) needs three basic tools for software development: Source Code Editor; UML Editor for the Attributes and Methods; Visualisation of UML structure
MDS matrix
An MDS matrix (maximum distance separable) is a matrix representing a function with certain diffusion properties that have useful applications in cryptography. Technically, an m × n {\displaystyle m\times n} matrix A {\displaystyle A} over a finite field K {\displaystyle K} is an MDS matrix if it is the transformation matrix of a linear transformation f ( x ) = A x {\displaystyle f(x)=Ax} from K n {\displaystyle K^{n}} to K m {\displaystyle K^{m}} such that no two different ( m + n ) {\displaystyle (m+n)} -tuples of the form ( x , f ( x ) ) {\displaystyle (x,f(x))} coincide in n {\displaystyle n} or more components. Equivalently, the set of all ( m + n ) {\displaystyle (m+n)} -tuples ( x , f ( x ) ) {\displaystyle (x,f(x))} is an MDS code, i.e., a linear code that reaches the Singleton bound. Let A ~ = ( I n A ) {\displaystyle {\tilde {A}}={\begin{pmatrix}\mathrm {I} _{n}\\\hline \mathrm {A} \end{pmatrix}}} be the matrix obtained by joining the identity matrix I n {\displaystyle \mathrm {I} _{n}} to A {\displaystyle A} . Then a necessary and sufficient condition for a matrix A {\displaystyle A} to be MDS is that every possible n × n {\displaystyle n\times n} submatrix obtained by removing m {\displaystyle m} rows from A ~ {\displaystyle {\tilde {A}}} is non-singular. This is also equivalent to the following: all the sub-determinants of the matrix A {\displaystyle A} are non-zero. Then a binary matrix A {\displaystyle A} (namely over the field with two elements) is never MDS unless it has only one row or only one column with all components 1 {\displaystyle 1} . Reed–Solomon codes have the MDS property and are frequently used to obtain the MDS matrices used in cryptographic algorithms. Serge Vaudenay suggested using MDS matrices in cryptographic primitives to produce what he called multipermutations, not-necessarily linear functions with this same property. These functions have what he called perfect diffusion: changing t {\displaystyle t} of the inputs changes at least m − t + 1 {\displaystyle m-t+1} of the outputs. He showed how to exploit imperfect diffusion to cryptanalyze functions that are not multipermutations. MDS matrices are used for diffusion in such block ciphers as AES, SHARK, Square, Twofish, Anubis, KHAZAD, Manta, Hierocrypt, Kalyna, Camellia and HADESMiMC, and in the stream cipher MUGI and the cryptographic hash function Whirlpool, Poseidon.
Data deduplication
In computing, data deduplication is a technique for eliminating duplicate copies of repeating data. Successful implementation of the technique can improve storage utilization, which may in turn lower capital expenditure by reducing the overall amount of storage media required to meet storage capacity needs. It can also be applied to network data transfers to reduce the number of bytes that must be sent. The deduplication process requires comparison of data 'chunks' (also known as 'byte patterns') which are unique, contiguous blocks of data. These chunks are identified and stored during a process of analysis, and compared to other chunks within existing data. Whenever a match occurs, the redundant chunk is replaced with a small reference that points to the stored chunk. Given that the same byte pattern may occur dozens, hundreds, or even thousands of times (the match frequency is dependent on the chunk size), the amount of data that must be stored or transferred can be greatly reduced. A related technique is single-instance (data) storage, which replaces multiple copies of content at the whole-file level with a single shared copy. While possible to combine this with other forms of data compression and deduplication, it is distinct from newer approaches to data deduplication (which can operate at the segment or sub-block level). Deduplication is different from data compression algorithms, such as LZ77 and LZ78. Whereas compression algorithms identify redundant data inside individual files and encodes this redundant data more efficiently, the intent of deduplication is to inspect large volumes of data and identify large sections – such as entire files or large sections of files – that are identical, and replace them with a shared copy. == Functioning principle == For example, a typical email system might contain 100 instances of the same 1 MB (megabyte) file attachment. Each time the email platform is backed up, all 100 instances of the attachment are saved, requiring 100 MB storage space. With data deduplication, only one instance of the attachment is actually stored; the subsequent instances are referenced back to the saved copy for deduplication ratio of roughly 100 to 1. Deduplication is often paired with data compression for additional storage saving: Deduplication is first used to eliminate large chunks of repetitive data, and compression is then used to efficiently encode each of the stored chunks. In computer code, deduplication is done by, for example, storing information in variables so that they don't have to be written out individually but can be changed all at once at a central referenced location. Examples are CSS classes and named references in MediaWiki. == Benefits == Storage-based data deduplication reduces the amount of storage needed for a given set of files. It is most effective in applications where many copies of very similar or even identical data are stored on a single disk. In the case of data backups, which routinely are performed to protect against data loss, most data in a given backup remain unchanged from the previous backup. Common backup systems try to exploit this by omitting (or hard linking) files that haven't changed or storing differences between files. Neither approach captures all redundancies, however. Hard-linking does not help with large files that have only changed in small ways, such as an email database; differences only find redundancies in adjacent versions of a single file (consider a section that was deleted and later added in again, or a logo image included in many documents). In-line network data deduplication is used to reduce the number of bytes that must be transferred between endpoints, which can reduce the amount of bandwidth required. See WAN optimization for more information. Virtual servers and virtual desktops benefit from deduplication because it allows nominally separate system files for each virtual machine to be coalesced into a single storage space. At the same time, if a given virtual machine customizes a file, deduplication will not change the files on the other virtual machines—something that alternatives like hard links or shared disks do not offer. Backing up or making duplicate copies of virtual environments is similarly improved. == Classification == === Post-process versus in-line deduplication === Deduplication may occur "in-line", as data is flowing, or "post-process" after it has been written. With post-process deduplication, new data is first stored on the storage device and then a process at a later time will analyze the data looking for duplication. The benefit is that there is no need to wait for the hash calculations and lookup to be completed before storing the data, thereby ensuring that store performance is not degraded. Implementations offering policy-based operation can give users the ability to defer optimization on "active" files, or to process files based on type and location. One potential drawback is that duplicate data may be unnecessarily stored for a short time, which can be problematic if the system is nearing full capacity. Alternatively, deduplication hash calculations can be done in-line: synchronized as data enters the target device. If the storage system identifies a block which it has already stored, only a reference to the existing block is stored, rather than the whole new block. The advantage of in-line deduplication over post-process deduplication is that it requires less storage and network traffic, since duplicate data is never stored or transferred. On the negative side, hash calculations may be computationally expensive, thereby reducing the storage throughput. However, certain vendors with in-line deduplication have demonstrated equipment which performs in-line deduplication at high rates. Post-process and in-line deduplication methods are often heavily debated. === Data formats === The SNIA Dictionary identifies two methods: Content-agnostic data deduplication – a data deduplication method that does not require awareness of specific application data formats. Content-aware data deduplication – a data deduplication method that leverages knowledge of specific application data formats. === Source versus target deduplication === Another way to classify data deduplication methods is according to where they occur. Deduplication occurring close to where data is created, is referred to as "source deduplication". When it occurs near where the data is stored, it is called "target deduplication". Source deduplication ensures that data on the data source is deduplicated. This generally takes place directly within a file system. The file system will periodically scan new files creating hashes and compare them to hashes of existing files. When files with same hashes are found then the file copy is removed and the new file points to the old file. Unlike hard links however, duplicated files are considered to be separate entities and if one of the duplicated files is later modified, then using a system called copy-on-write a copy of that changed file or block is created. The deduplication process is transparent to the users and backup applications. Backing up a deduplicated file system will often cause duplication to occur resulting in the backups being bigger than the source data. Source deduplication can be declared explicitly for copying operations, as no calculation is needed to know that the copied data is in need of deduplication. This leads to a new form of link on file systems, called a reference-counted link, or reflink, in some systems (e.g. Linux), or a cloned file on macOS, where one or more inodes (file information entries) are made to share some or all of their data. It is named analogously to hard links, which work at the inode level, and symbolic links, which work at the filename level.The individual entries have a copy-on-write behavior that is non-aliasing, i.e. changing one copy afterwards will not affect other copies. Microsoft's ReFS also supports this operation. Target deduplication is the process of removing duplicates when the data was not generated at that location. Example of this would be a server connected to a SAN/NAS, The SAN/NAS would be a target for the server (target deduplication). The server is not aware of any deduplication, the server is also the point of data generation. A second example would be backup. Generally this will be a backup store such as a data repository or a virtual tape library. === Deduplication methods === One of the most common forms of data deduplication implementations works by comparing chunks of data to detect duplicates. For that to happen, each chunk of data is assigned an identification, calculated by the software, typically using cryptographic hash functions. In many implementations, the assumption is made that if the identification is identical, the data is identical, even though this cannot be true in all cases due to the pigeonhole principle; other implementations do not as
Experimental SAGE Subsector
The Experimental Semi-Automatic Ground Environment (SAGE) Sector (ESS, Experimental SAGE Subsector until planned Sectors/Subsectors were renamed NORAD Regions, Divisions, and Sectors) was a prototype Cold War Air Defense Sector for developing the Semi Automatic Ground Environment. The Lincoln Laboratory control center in a new building was at Lexington, Massachusetts. == ESS Computer System == The network's Direction Center was completed in a new 1954 building (Building F, 42°27′37″N 071°16′04″W) with prototype peripherals and a single IBM XD-1 computer, a successor to Lincoln Lab's Whirlwind I computer (WWI). In 1955, Air Force personnel began IBM training at the Kingston, New York, prototype facility, and the "4620th Air Defense Wing (experimental SAGE) was established at Lincoln Laboratory"—its "primary mission was computer programming". ESS had a capacity of 48 tracks and used a pre-SAGE ground environment in a "prototype intercept monitor room [at] MIT's Barta building" with "track situation displays, which geographically showed Air Defense Identification Zone lines and antiaircraft circles [and] each console also had a 5-inch CRT for digital information display. Audible alert signals were used, with a different signal for each symbol on a situation display." == Radar stations == Initial service test models of the Burroughs AN/FST-2 Coordinate Data Transmitting Set were placed with radars at South Truro and West Bath, Maine; followed by Texas Tower#2 (TT2) in the Atlantic Ocean, which provided a "triangular pattern with overlap" radar coverage (TT2 later had a connection from the XD-1 via the GE G/A Data Link Output Subsystem through North Truro Air Force Station.) By August 1955, 13 radar stations were networked by the subsector, e.g.: Chatham Clinton, Massachusetts with gap-filler radar Great Boars Head Halibut Point Killingly, Connecticut (41.865734°N 71.820958°W / 41.865734; -71.820958).with gap-filler radar Rockport Air Force Station Scituate, Massachusetts South Truro West Bath, Maine (43°54′7″N 69°50′43″W) with AN/FPS-31 on Jug Handle Hill: ("Lincoln Laboratories experimental radar station") Required by 21 November 1955 were 44 consoles: 38 for the operations floor, 3 on the computer floor for display maintenance, and 3 near the maintenance console (program checkout). WWI was connected to the Experimental SAGE Subsector to verify crosstelling (collateral communication) with the ESS DC, and WWI was also used for a Ground-to-Air (G/A) experiment using a transmitter of the GE G/A Data Link Output Subsystem on Prospect Hill, Waltham, MA sending data to simulated airborne equipment at Lexington. Transmissions from the WWI SAGE Evaluation (WISE) computer system to XD-1 and back were without error by December 1955 when operational software specifications were frozen. Operating procedures for the ESS external sites were complete in March 1956, and == System Operation Testing == From November 15, 1955, to November 7, 1956, three System Operation Tests were conducted which used voice "Ground-to-Air" communication from the Barta control room to aircraft outfitted with SAGE receivers (F-86 interceptors modified to F-86L models in "Project FOLLOW-ON".) Test teams included employees of Bell Telephone Laboratories, Western Electric-ADES, IBM, the RAND Corporation, and Lincoln Labs' Division 6, Division 3, & Division 2 (Division 6 had been created for ESS support.) The North Truro P-10 AN/FST-2 was moved to Almaden Air Force Station (M-96)c. 1957-8 and on August 7, 1958, control of an airborne BOMARC missile that had malfunctioned transferred from the "Experimental SAGE Sector" to a Westinghouse AN/GPA-35 Ground Environment system and the missile crashed into the Atlantic Ocean. By December 31, 1958, ADC Manual 55-28 described the Model 3 SAGE System. == 1959 Experimental Testing == "To prove out the revised SAGE computer program" for Automatic Targeting and Battery Evaluation and ADDC-AADCP crosstelling, a "SAGE/Missile Master" test was conducted beginning in September 1959 with communications between the ESS XD-1 and Martin AN/FSG-1 Antiaircraft Defense System equipment at Fort Banks planned for the CONAD Joint Control Center at Fort Heath—a "SAGE ATABE Simulation Study" (SASS) was also completed 1959–60 by MITRE Corporation.
Cooperative storage cloud
A cooperative storage cloud is a decentralized model of networked online storage where data is stored on multiple computers (nodes), hosted by the participants cooperating in the cloud. For the cooperative scheme to be viable, the total storage contributed in aggregate must be at least equal to the amount of storage needed by end users. However, some nodes may contribute less storage and some may contribute more. There may be reward models to compensate the nodes contributing more. Unlike a traditional storage cloud, a cooperative does not directly employ dedicated servers for the actual storage of the data, thereby eliminating the need for a significant dedicated hardware investment. Each node in the cooperative runs specialized software which communicates with a centralized control and orchestration server, thereby allowing the node to both consume and contribute storage space to the cloud. The centralized control and orchestration server requires several orders of magnitude less resources (storage, computing power, and bandwidth) to operate, relative to the overall capacity of the cooperative. == Data security == Files hosted in the cloud are fragmented and encrypted before leaving the local machine. They are then distributed randomly using a load balancing and geo-distribution algorithm to other nodes in the cooperative. Users can add an additional layer of security and reduce storage space by compressing and encrypting files before they are copied to the cloud. == Data redundancy == In order to maintain data integrity and high availability across a relatively unreliable set of computers over a wide area network like the Internet, the source node will add some level of redundancy to each data block. This allows the system to recreate the entire block even if some nodes are temporarily unavailable (due to loss of network connectivity, the machine being powered off or a hardware failure). The most storage and bandwidth efficient forms of redundancy use erasure coding techniques like Reed–Solomon. A simple, less CPU intensive but more expensive form of redundancy is duplicate copies. == Flexible contribution == Due to bandwidth or hardware constraints some nodes may not be able to contribute as much space as they consume in the cloud. On the other hand, nodes with large storage space and limited or no bandwidth constraints may contribute more than they consume, thereby the cooperative can stay in balance.
Social media use in the fashion industry
Social media in the fashion industry refers to the use of social media platforms by fashion designers and users to promote and participate in trends. Over the past several decades, the development of social media has increased along with its usage by consumers. The COVID-19 pandemic was a sharp turn of reliance on the virtual sphere for the industry and consumers alike. Social media has created new channels of advertising for fashion houses to reach their target markets. Since its surge in 2009, luxury fashion brands have used social media to build interactions between the brand and its customers to increase awareness and engagement. The emergence of influencers on social media has created a new way of advertising and maintaining customer relationships in the fashion industry. Numerous social media platforms are used to promote fashion trends, with Instagram and TikTok being the most popular among Generation Y and Z. The overall impact of social media in the fashion industry included the creation of online communities, direct communication between industry leaders and consumers, and criticized ideals that are promoted by the industry through social media. == Background == In 2003, at the beginning of social media development, MySpace was founded as a “social networking service.” It allowed people to create a profile, connect with other people, and post videos, pictures, and songs. As MySpace grew in popularity, it attracted interest from companies wishing to promote their brands on the social platform. MySpace is most well known for exposing musicians and artists who made it big in the industry, and companies wanted to capitalize on their popularity by making brand deals. One of MySpace's deals was with Chevrolet, putting on a ‘secret show’. They had a ‘secret’ list of 10 top artists on MySpace, and many artists posted about the show on their accounts. Another brand deal was with Gucci promoting their “Gucci Synch Watch”, which was very successful as Gucci tapped into the youthful audience on MySpace and advertised a sleek, simple, trendy unisex watch. In 2005, YouTube was released and remains one of the most popular social media platforms today. YouTube allows users to upload videos and is free to anyone with access to the internet. It grew in popularity offering a range of videos: vlogs, cooking, health and diet videos, step-by-step tutorials, tutoring help, and more. Much like MySpace, users create accounts and can build a following, often referring to themselves as ‘YouTubers.’ When YouTube grew in popularity, it piqued the interest of brands wanting to partner with YouTube and individual YouTubers. Some brand deals were made by having ads at the beginning of each video, and the YouTuber would make a profit from each view they receive. Some deals are made by individual YouTubers thanking the brand in videos and promoting the brand's products. More recently, YouTube has delved into fashion. While there were always YouTube channels for Vogue and other fashion companies, popular YouTubers have been invited to different fashion shows and have filmed experiences there. Brands are able to target individual YouTubers based on their followers and the target audiences. In 2010, Instagram was launched, which enlarged the scope of fashion advertising. Instagram allows people to post pictures and short videos with the ability to tag different accounts. For brand deals, companies can simply be tagged in a picture instead of creating ads or lines for a user to say. In each picture, users can tag the brands of clothing they were wearing, making it very easy to promote brands. Additionally, Instagram could display ads on users' feed based on other posts the users liked, which used by fashion companies to target their potential customers. Users also use Instagram to promote fashion when they get invited to fashion events. For example, they can take a picture at the event and post it to their Instagram and put their location at the venue and tag the company. During the beginning of the COVID-19 pandemic, companies relied more on social media to keep their public virtually engaged. Fashion companies had virtual fashion shows, creating videos and content about their designs. As social media expands and new platforms come into existence, new ways of advertising are projected to be created. == Uses == === Advertising === Social media is a popular use of advertisement in the fashion industry. Information sharing has expanded due to the growth of social media platforms, which impacts social consumer involvement with fashion brands. Fashion companies use social media platforms to reach customers on emotional levels and stoke engagement with brand images and messages. Researchers in the United Kingdom have demonstrated that engaging with customers with social media messages that express social passion, social tendency, and personal warmth can boost social engagement with fashion brands. In social spheres, fashion is a method for individuals to represent their distinction through clothing. Some people who desire to socially influence others through their fashion and style now have the possibility thanks to social media in the fashion sector. Customers who want to purchase fashion brands frequently follow fashion authorities on social media and heed their recommendations for purchasing fashion products. === Influencers === Companies leveraged celebrities' fame and social standing to advertise their brands, as Tommy Hilfiger did when incorporating social media into their marketing strategy, making Gigi Hadid, who has 15.5 million Instagram followers as of 2016, a brand ambassador. Though recent developments in social media platforms have led to an increase in the awareness of influencers. Influencer marketing has emerged as a fast expanding marketing strategy in various industries as a result of the unheard-of increase in the number of social media influencers' followers. Recently, influencer marketing has received significant attention in the fashion industry. Research shows that influencer marketing may provide a rate of influence that is 11x times greater than that of other conventional advertising channels. Fashion consumers, specifically those in generations Y and Z, may be more influenced by influencers in the context of the fashion industries as they often view them as friends and personal assistants. Fashion influencer marketing on social media platforms have led fashion consumption on social sopping services. One of these social fashion services is LTK (LIKEtoKNOW.it before 2021) where everyday consumers can find and purchase clothing worn by social media fashion influencers (also known as SMFIs). Launched in 2014, LTK has gained a massive following on Instagram (over 3 million) and has 1.3 million registered users on their mobile application. Utilizing SMFIs has led to massive sales within the fashion industry, 80% of visitors of Nordstrom's mobile platform are referred by influencers. Social media fashion influencers try new fashion products, adopt fashion trends and have power in what their audience purchases. Social media fashion influencers gain a following though promoting fashion products, and posting about their lavish lifestyles attained through their higher socioeconomic status. The attractive lifestyles of the influencers influence their followers to mimic their luxurious lifestyle and are allowed to consume the same products through social shopping services. In addition to brands themselves having direct access to social media users, many content creators have great influence over consumers. "Influencers" across all social media platforms have great power when it comes to where people shop and what they purchase. Influencer marketing has become one of the most effective marketing strategies for many fashion brands. These brand deals and creator partnerships are targeted towards Millennial and Gen Z consumers, specifically on Instagram and TikTok, and 74% of consumers have made a purchase simply because an influencer they follow had recommended it. === Trends === The connection between social media and fashion has become common. Influencer marketing has emerged as a necessity and crucial component of advertising. 85% of American businesses are presently using influencer marketing as part of their marketing plan. Wearing fashion brands is a method to show oneself at social gatherings. Through their clothing, people try to demonstrate how distinct they are. Some people who really desire to socially influence others through their fashion and style now have the possibility thanks to social media in the fashion sector. Customers who want to purchase fashion brands frequently follow fashion authorities on social media and heed their recommendations for purchasing fashion products. In January 2021, the Italian fashion house Bottega Veneta deleted all its social media accounts "to lean much more on its ambassadors and fans" to spread the com