Whose influence is it anyway?

Hindustan Times | ByBharat Gupta

Jul 19, 2020 08:13 AM IST

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They’re smart. They’re clueless. They connect with the audience. They’re fakes. Clearly, the fashion industry is divided over social media influencers

Fashion has always been subject to perception and interpretation, much like beauty. Culturally, it has influenced society in how one must look to be accepted. Designers innovate to stay relevant and a step ahead; models define a certain sense of aspiration. Both do this to lure clients into following an aesthetic they believe in. This portrayal of fantasy that seems unattainable for the “masses” translates into fashion being perceived as for the elite.

Social media created an influence, a voice of the masses, and a vertical in the fashion fraternity came to life – the fashion influencers.

London-based fashion model and influencer Rahi Chadda appears on the cover of Elle India this month

“Influencers connect with the general public. This connection and their ability to entertain make it work.”
—Lakshmi Rana, Model

Juhi Godambe, a fashion influencer with a following of 403k on Instagram, stresses the importance of knowing what the viewers want

“Influencers do model clothes as well in that sense, but today even models are becoming influencers” —Siddartha Tytler, Fashion designer

Men’s lifestyle blogger Tejeshwar Sandhoo — @blueberryblackout — models a Siddhartha Tytler creation

“The term ‘fashion influencer’ is used very freely and is not relevant in most cases” —Suneet Varma, Fashion designer

Entrepreneur Malini Agarwal in a Mandira Wirk creation

“You need dedication to create quality content that appeals to the masses” —Candice Pinto, Model

Actor Roshni Chopra in a Mandira Wirk creation

“When someone you’ve been following recommends a product, chances are you will buy it” —Mandira Wirk, Fashion designer

General physician Dr Gita Prakash in a Mandira Wirk creation

“This trend of more influencers arriving every day needs to stop. It’s harassing, excessive... One must be a leader and not a part of the herd” —Rohit Bal, Fashion designer