If you're into fashion and live part of your life online, you probably already know Masoom Minawala Mehta. If you don't, think of the 30-year-old content creator as the influencer's influencer. She started more than a decade ago, long before the term influencer was coined, and pushed her way up by championing global luxury brands, Indian designers and homegrown businesses. She is, with 1.2 million Instagram followers, in the top 1 per cent of creators in India, someone who's walked at Milan Fashion Week, and makes heads turn even in the VIP lounge of a fashion event.
Minawala Mehta also delivered her first child two months ago. His cooing punctuates the conversation as she discusses what it takes to collaborate with brands such as BMW, Louis Vuitton, and Dior. And whether life is as easy as pout, pose and post.
No filters
Minawala Mehta started out as a fashion blogger. The Minawala name (she comes from a family of prominent jewellers) may have helped with early access to luxury. But it was hardly a golden ticket. Her first venture, at 19, selling shoes imported from China, bombed in a year.
In 2018, the first time she planned to attend Paris Fashion Week, she sent out more than 100 emails to fashion designers, PR executives and anyone who might get her a seat to the shows. She only caught a break because a friend, who didn't want to attend one show, passed the invitation on to her.
This story is from the March 11, 2023 edition of Brunch.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the March 11, 2023 edition of Brunch.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Nitesh Kumar
Para badminton athlete, Nitesh_Kmar
With you, in dispirit
We're not fully over all the things and people that let us down this year. Here are 10 from the naughty list
Zero in on the meaning
Gunjan Chawla Kumar's Sifr series is meditative and repetitive. It shows that something can come from nothing
An attitude of gratitude
There's so much to be grateful for. But take a close look back at the year that's passed and celebrate how far you've come
Thai until you succeed
Thai cuisine flourished after non-Thai chefs took it to the world. Now, two new top-class restaurants are run by Indians
IYKYK
The year's done, the data is in, we've Wrapped, unboxed and unpacked what we could. Were you really paying attention to all the drama of 2024? Find out here. Answers on Page 27
The getaway without the trip
Cut the clutter, add details, and dim the lights. Here are the best hacks for making your home feel like a luxury retreat
When every buddy wins
Why force a single friend to fit every definition of BFF? A circle of besties isn't betrayal, it's a sign of growing up and spreading the love
This week, we're...
Faking a flex. If you have FOMO about concerts, you’re the right market for Get Your Flex. The Insta-based service sells concert video footage, so customers can pretend that they were at the Maroon 5 gig, or paid ₹30,000 for Dil-Luminati seats. For ₹99, you can also be tagged in a concert video by a cool “friend”, or get a clip that you can repost. Now, if there’s more buzz online than at the venue, you know why.
Man of the moments
Sunil Chhetri has retired from football, but he's not done yet. The 40-year-old legend talks about the moments that defined his careerand why his biggest achievement is off the field
