This research analyzes the rise of personal style bloggers in order to position them as new experts of fashion. I approached this thesis using case studies on three blogs that represent the evolution of the style blog to determine how these new experts have come to power and how they are using their influence to challenge traditional experts. Several theories that focus on the act of community building as well as Bourdieu's theories on taste were employed to examine the data compiled from these case studies. I found that personal style bloggers have morphed into a crop of new fashion experts through the dialogical relationship they are creating with their audiences online by broadening the definition of fashion and its participants. While personal style bloggers remain outside the confines of the traditional fashion industry, their ascendancy illustrates the equalizing power of the Internet as it pertains to the redefinition of roles and the altering of the norms for the overall expression of fashion.