Hollywood studios have been using preview screenings to test movies in front of audiences for decades. Streaming platform Scoop is now letting people watch upcoming flicks from the comfort of their own sofa, while helping producers and film-makers gain feedback from a targeted, global audience.

Unlike traditional stars, online micro-celebrities regularly share their private lives through social media, using Insta Stories and Snapchat to build a sense of intimacy. Live-streaming app Bigo Live goes a step further, letting fans show their devotion with a system of gifts and one-on-one chats.

Streetwear brand Supreme is a bundle of contradictions. It’s affordable yet exclusive; ultra-rare but surprisingly easy to buy; and is both a high fashion collaborator and foundation of subcultural style. How has this niche label kept its cool, even while attracting gaggles of teens to its stores?

There is nothing more intriguing than a private Instagram account. Knowing this, New York fashion brand Alice + Olivia has launched a private account for its top customers which hosts previews of new pieces and even lets them place their orders before they go on general release.