Unlike a few years ago, becoming a social media influencer is no longer a novelty. Today, pioneer fashion bloggers like @houseofmisu and @kayaancontractor have become brands in themselves, many of them with managers, collaborations, and thousands of followers.
Brands are taking note too. Today, influencers are a big part of any publicity strategy. Says Sharana Jhangiani (@sharanajhangiani), co-founder of Tattle Tale Marketing and Consulting, “We identify influencers based on the category, and not only look at the number of followers, but also the content they post, and the engagement they get per post.” As a result, it is about finding personalities, “who can influence buying decisions”, rather than just celebrities, as was the case initially.
Riaan George (@urbaneyebyrg), the editor of Business Traveller India , who has been an influencer for almost a decade, says that when he started out, “there was no such thing as paid endorsements and marketing plans for social media”. Today, he says, influencers sometimes leave journalists behind in the pecking order.
As social media becomes a major part of how products are being marketed, we talk to fashion’s new breed of influential dressers to see how they make it work.
Shyam Tyagi, The Style Mirror (@the.style.mirror)
Follow for: menswear
Bengaluru-based Tyagi (pictured above) is “a full-time fashion blogger, and that is no less than a typical corporate job”. He should know, as he was working in an IT Services company before starting out as a style influencer two years ago. He has collaborated with brands like Lifestyle Stores, Reebok and White Soul. With over 54,000 followers on Instagram, his photos cover the gambit of men’s fashion — including fragrances, accessories and technology. But, he says, “I do have a soft spot for formal wear. Wearing those bespoke outfits is always a fulfilling experience and my preferred way of making a statement.” To that end, he has collaborated with Raymond, Park Avenue and Colourplus. Tyagi emphasises that he responds to every DM (direct message) or query (about 15 a day) and that going live on Instagram (with about 350 viewers per broadcast) really helps boost engagement.
Aashna Bhagwani (@aashna_bhagwani)
Follow for: body positivity in the fashion world
After launching her blog in November 2014, Bhagwani, a plus-size fashionista, has grown her Instagram following to over 78,000. The full-time influencer admits that it was one particular post that won her a lot of followers — a collage of her in outfits that a stereotypical “skinny, fit girl” would wear, to promote body positivity among plus-sized women. At the time, Bhagwani says, “I didn’t have the following that brands needed, but it definitely got me attention.” Negotiating payments, she says, depends on the brand, and can vary greatly. She admits that most influencers start by doing barter collaborations with no money exchanging hands before graduating to paid content. Her collaborations (with the likes of Lifestyle, Amydus and Afamado) have come about in a variety of ways, but she admits that investing in a media kit and personally reaching out to labels has brought her much success. To start with, she worked with a manager, especially during low season months. Navigating the cyclical nature of fashion and planning accordingly, she says, is a plus.
Usaamah Siddique (@usaamahsiddique)
Follow for: luxury menswear
With over 61,000 followers on Instagram, Siddique, a celebrity stylist turned fashion blogger, also runs a three-year-old clothing line, the Dapper Label. The label, he admits, generates more income for him than being an influencer. The menswear blogger and stylist admits that “Getting my work recognised amongst the many brilliant women in the industry is something a lot of people would consider a challenge”. He has worked with brands like American Express and Range Rover (which saw him road trip in the car), and currently, Dior.
Amena Azeez, Fashionopolis.in (@fashionopolis.in)
Follow for: plus-size fashion
“It’s a bloody fish market,” says Azeez about the world of fashion influencers. The Mumbai-based blogger launched her blog in 2011 when she had trouble finding a job in the magazine industry. Within three months, she was being approached by brands (one of her first collaborations was with L’Oréal). “It’s been a lot of struggle, hits and misses, and being scammed and fleeced. But it’s been a great experience.”
Azeez is upfront about showcasing brands on her page for money, saying, “It’s work, right — I’m not selling a product, I’m creating content.” She is also candid about the fact that there is no structured market, and negotiations are based on audience numbers, reach, and followers across platforms. There are brands that understand you, and some that will try and haggle, she says. She is also clear that she does not work with brands whose products she does not believe in (like whitening creams and weight loss supplements).
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The flip side
Talent agencies are also using Instagram to gain exposure and clients. Both Feat Casting (@feat.cast) and A Little Fly (@alittlefly_) are emblematic of this shift, taking advantage of the fact that social media is an open forum.
Smita Lasrado, co-founder of Feat Casting, says, “I think we have a greater reach and are more accessible to young people who want to join us. They can easily understand our vision before reaching out.”
Gina Narang, founder of A Little Fly (ALF), says that when people want to reach out to the agency, it is usually on DM and not through email.
