Purpose: This study aims to explore passionate labour in the fashion blogosphere and addresses two research questions: How does passion animate passionate labour? How does the emotion of passions and the discipline of labour fuse within passionate labour? Design/methodology/approach: This study presents a three-year netnographic fieldwork of replikate fashion blogger-preneurs. Data are based on in-depth interviews, blogs, social media posts and informed by the relationships developed across these platforms. Findings: Throughout the findings, this study unpacks the “little passions” that animate the passionate labour of blogger-preneurs. Passions include: passion for performing the royal lifestyle, the mobilisation of passion within strategic sociality and transformation and self-renewal through blogging. Lastly, the cycle of passion illustrates how passions can be recycled into new passionate projects. Research limitations/implications: This study offers insight on how passionate labour requires the negotiation and mobilisation of emotion alongside a calculated understanding of market logics. Practical implications: This study raises implications for aspiring blogger-preneurs, luxury brand managers and organisations beyond the blogging context. Originality/value: The contribution of this study lies in the cultural understanding of passion as a form of labour where passion has become a way of life. The theorisation of passionate labour contributes to existing research in three ways. First, this study identifies social mimesis as a driver of passionate labour and its links to class distinction. Second, it offers insight on how passionate labour requires the negotiation and mobilisation of emotion alongside a calculated understanding of market logics. Third, it advances critical debate around exploitation and inequality within digital labour by demonstrating how passion is unequally distributed.