While high profile stars like Rosie Huntington-Whitely, Miranda Kerr and Cara Delevigne fill the nation's gossip pages, TV screens and billboards, there is a quiet revolution of lesser-known but influential models making millions on social media.
With lucrative endorsements from companies keen to reach their millions of admirers, these Instagram models are raking in the big bucks.
Here's a run down of the fitness stars who are admired by millions - making a fortune in the process.
Paige Hathaway
According to sponsors Shredz, the 26-year-old from Minnesota is "known for her amazing physique and bubbly personality" and "sets standards for fit women in the fitness industry".
The Sun reports she's made £3.8million.
She said: "Everyone’s ideal body is possible, they just have to work for it, they have to believe in themselves, and they have to be dedicated. I want to empower women, I want women to look at me and say 'If Paige Hathawaycan do it, so can I'."
Ana Cheri
Ana Cheri was born and raised in Southern California and her exotic looks are down to her Native American, Mexican and Caucasian heritage.
Her website states: "Growing up in a family of all boys she had to balance the girly side that just wanted to play dress up and cake on the makeup, with her inner tomboy that wanted to play football in the dirt with the guys."
Currently she works for Shredz Supplements as a brand ambassador andmotivational speaker representing "strength, positivity and sexy physiques around the world".
She also runs a gym.
Kayla Itsines
This 24-year-old Australian model, 24, has made £4.9million through a series of exercise guides and ha dedicated app.
She frequently posts pictures of her followers who have transformed their physiques using her techniques.
Chantel Zales
Chantel Zales was born in Albuquerque, New Mexico to parents of Mexican and Costa Rican descent, She moved to Phoenix when she was a toddler where she grew up swimming and playing soccer. In addition to her love for sports, Chantel also enjoyed playing the sax and violin.
Between high school and college, Chantel's modeling career first began to take shape, appearing in commercials for several companies, including Acura and Pepsi.
Chantel then moved to Los Angeles where she has become an A-list model, appearing in the pages of FHM and Maxim among others.
The busty beauty has 3 million followers on Instagram.
Claudia Alende
Brazilian Alende, 22 is followed by 2.8million people on the social media site and has made £2.1million from her career as a lingerie model.
She was also a runner-up in the Miss Bum-Bum competition to find the most shapely derriere.
Abigail Ratchford
This 23 year-old LA Playboy model has made £2.3m from her sultry snaps.
She also has her own clothing range.
Laci Kay Somers
This model/singer/chef/personal trainer beguiles the online community with her jaw-dropping cleavage. She also once posed in a Stormtrooper helmet and little else, sending the geek community into meltdown.
Amanda Lee
LA-based Lee's gravity-defying body has won her a legion of fans. She also teaches Pilates, but its her underwear selfies that have earned her nearly £2m.
Alexa Jean Brown
Fitness fanatic Alexa, 24, started blogging her efforts to shift her baby weight and things snowballed from there. Now she blogs her personal style, fitness & beauty tips and travel adventures.
And beauty companies are understandably keen for her to endorse their products
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