Gone are the days when the fashion industry could afford to ignore Tumblr. The four-year-old micro-blogging platform, which was quickly adopted by fashion enthusiasts, has now been fully embraced by even the most hallowed of fashion magazines and brands. It has also infiltrated one of the industry’s biggest events: New York Fashion Week.

Jessica Quirk of What I Wore, one of the bloggers Tumblr invited to NYFW in February.

Late last year, Tumblr hired a fashion director and shortly after, squired 24 Tumblr bloggers to New York Fashion Week in February. This year, in addition to fashion folks, they’re looking to invite “4 bloggers to specifically cover beauty, hair, shoes & accessories” for the September shows. While in February, the news of 24 Tumblr bloggers being seated amongst the upper echelons of fashion editors may have raised some eyebrows, this September’s group probably won’t make too many waves. That’s because Tumblr’s popularity amongst the fashion set just keeps on growing. These days, everyone from couture houses like Alexander McQueen to the likes of Vogue magazine has a Tumblr presence. In the past few months, Club Monaco, Rachel Roy, Vena Cava, Alice + Olivia, kate spade new york, and DKNY have also gotten on board.

A screenshot from balenciaga.com.

In addition to using Tumblr as a platform to speak to their fans, brands are also taking inspiration from Tumblr’s design. As pointed out by Fashionista, Balenciaga’s new website looks very much like a Tumblr blog, from its scrollable feed to its photo-driven layout.