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Assuming as a theoretical and methodological basis the studies of Media Archeology and the archaeological perspective of Michel Foucault, our object of study corresponds to the characterization of a new professional profile in the field of Communication; the fashion bloggers. Therefore, we established as the main objective of our research the definition of how the professionalization process of fashion blogs in Brazil took place. Throughout the research we identified characteristics of the fashion bloggers and their practices, as professionals. This research focuses on fashion bloggers because of their importance in establishing new formats and business models for other internet producers. To understand how this process takes place, we analyzed the discursive enunciation of 52 bloggers (through blog posts, YouTube videos and Instagram publications) between 2014 and 2018, searching for statements about their professional activity. Among the results is the characterization of four stages of the process of professionalization in the fashion blogosphere: vanguard, legitimation, institutionalization and professional. We have also been able to unveil a professional ethos of bloggers that shows differences among professionals, their career paths, motivations and production.

De blogueira à influenciadora: motivações, ethos e etapas profissionais na blogosfera de moda brasileira