The objective of this Term Paper is to understand the impact of fashion blogs in the purchase decision process of female readers when they search for a product or service. Specifically, the study investigates through in-depth interviews: the motivations of female users to access blogs and examine these kind of medias as a publicity tool. The proposed research theme is relevant to the fashion business, blog readers and concurrent as bloggers and other form of information medias. The theoretical reference is divided in the following parts: the fashion of fashion blogs; fashion blogs as means of communications; fashion blogs as publicity media; behavior of the consumer of fashion that will address the purchase decision and finally the comments in the fashion blogs. The research focus on a group of young collage females living in Rio de Janeiro that reads fashion blogs. The result show that the interviewed readers consider the fashion blogs the best way of getting information and do research on fashion related subjects. In general, they declare to enter in fashion blogs daily because they are practical and a lot off times easier and faster to find what they are looking for.