Instagram's Eva Chen on how the platform has been a game-changer for fashion Advertisement

Instagram’s Eva Chen on how the platform has been a game-changer for fashion

And how it is the best spot on earth to amass life hacks

By Supriya Dravid  September 6th, 2018

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.

Silk satin dress, Rs 25,900, Rashmi Varma. Satin bomber, price on request, Suket Dhir. Suede heels Rs 64,750, Manolo Blahnik. 18k gold and diamond earrings and ring; both prices on request, Melorra. Arcrylic bangle, metal bangles; all Chen's own.


Wool dress, Rs 4,83,603, leather boots, Rs 2,02,552 both Valentino. 18K gold and pearl earrings and ring;both prices on request, The Line. 18K gold-plated brass rings; all prices on request, Myo. 18K gold ring, price on request, Melorra

Wool jersey turtleneck, price on request, A.L.C. Acetate skirt, Rs 28,500, Dhruv Kapoor. Leather boots, price on request, Melorra. Metal ring, acrylic bangle; both Chen's own.


Wool turtleneck, price on request, Bodice. Sequin French Terry and corduroy skirt and bomber; both prices on request, Rahul Mishra. 18K gold and diamond necklace and ring; both prices on request, Melorra. 18K gold and diamond necklace, price on request, Hanut Singh.

Wool dress, Rs 4,83,603 leather boots, Rs 2,02,552; both Valentino. Embellished clutch, price on request, Sabyasachi.

Photographs: Porus Vimadalal

Styling: Malini Banerji

Production: Alexey Galetskiy Productions

Assisted by: Ujjwala Bhadu

Flying Partners: Etihad Airways and Air Canada