A new wave of Gen Y models are proving that there's a lot more to success in the fashion world than good looks. From Kendall Jenner to Cara Delevingne, today's models aren't just using social media to connect with fans and build their personal brands, but to win bigger modelling contracts, too.

In the ten years since the term ‘tween’ was coined, 8- to 12-year-olds have come to control an estimated $43 billion in spending power. But the latest generation are different, having never lived without social media. How should brands target this delicate age group? And how soon is too soon?

Neon nails, coloured contact lenses and plaited locks. This might describe a girl from Harajuku, but while Genderless Kei is a Tokyo style tribe, it's not just for girls. In fact, it's rocked predominantly by straight, teen boys that are rebelling against Japan’s notoriously conformist gender norms.

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?