In June, when Instagram declared that it had reached one billion monthly active users, it became evident that it was more than just a social media tool. It is a unifying movement that raises awareness and has become a visual signpost of our times. We speak to Eva Chen, the incredible force of change at Instagram, on how this medium is pushing the frontiers of advertising through clever storytelling, and enabling fashion brands to build on the power of influence.
ELLE: What do fashion partnerships at Instagram mean?
Eva Chen: My job is to work with models, stylists and magazines— although we have a whole publishing team too—and basically help them tell their stories on Instagram. Now, there are so many ways to tell your story—photos, Lives, direct messages, Boomerangs, IGTV—and so, my job is to be a resource to the fashion community and answer any questions they have on how to use the platform. The fashion community, I feel, is one of the most creative ones on Instagram. They’re doing a great job.
Excerpted from ELLE’s September 2018 issue. To read the full story, subscribe to the print edition here or download the digital edition here.
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Photographs: Porus Vimadalal
Styling: Malini Banerji
Production: Alexey Galetskiy Productions
Assisted by: Ujjwala Bhadu
Flying Partners: Etihad Airways and Air Canada
