Fashion bloggers and their personal brands have attracted significant attention in recent years, as prior research has indicated their importance in shaping the fashion industry. As fashion is cultural-specific social construct, to understand how bloggers’ personal brands are developed, it is critical to examine the practices of bloggers from two different cultures, namely, Taiwanese and American. The two cultures are chosen because fashionable persons in the U.S. are well established and can be considered as qualified brands that accumulate a significant amount of followers and fame. However, this institutional process is still under development in Taiwan where routine practices, norms and rules, and the structural features that serve to guide and constrain the behaviours of individuals have yet been established. To focus on the practices within the institution, the framework of practice theory is applied to analyze how individual bloggers negotiate their ways to become branded persons. Focusing on the best practices in the field, 20 most popular fashion blogs from the U.S. and Taiwan were selected in the sample. The verbal and visual texts visible in these blogs are analyzed. The results suggest that moving from amateur bloggers who take interests in fashion to establishing a well-connected fashionable persona in the fashion industry is a long process of celebrities in the making. The contrasts between the two countries indicate that cultural elements are important factors to consider in understanding the formation of persona-fied brands. It appears that the usual assumption of distinction between the public persona and the private persona does not always imply in persona-fied brands. When the external institutions have yet been established, the practices of such a distinction may prove to be challenging. While all the bloggers included in the sample are still unified persons that encompass both the creation and the execution of the personal brands. U.S. bloggers are slowly moving toward professional management of the brands where they see themselves as persona-fied brands and where other persons may execute the brandable qualities on their behalf. On the other hand, Taiwanese bloggers rarely make such a distinction. In fact, most of the bloggers have yet identified the two facets in their personas. They do not see themselves as micro-celebrities that stand in a higher level of the hierarchy than their fans. They regard themselves as part of a fashionable community where others appreciate their taste. This is evident by the practices of how they organize their communities and how they interact with their fan bases.

• Hsin-Hsuan Meg Lee(ESCP Europe, UK)