I was a big fan of the now-defunked Lucky Magazine when I first heard the name Eva Chen, Lucky’s edtor-in-chief. In that moment I became aware of Chen, this high-profile fashion influencer. In 2015 Eva Chen became Instagram’s first head of fashion partnerships, working for the fashion industry’s favorite social media platform. Chen herself, has built a reputation as a social media heavyweight, with more than 600,000 followers on Instagram. As head of fashion partnerships Chen says her career shift is a natural one: “My role is to help the fashion community tell their Instagram story better, showing them lots of creative options and coming up with strategies. The role isn’t that different to being a magazine editor – it’s still about getting the best work out of a contributor. But it’s cool to have an impact on a product that hundreds of millions of people use.” And how has Instagram radically changed the world of fashion? Chen says it’s about sharing honest moments: “What people come to expect on Instagram is not the perfect glossy life. Because of Instagram Stories, they want to see their favorite people and the different aspects of their lives.” It’s true: today, models, hair stylists and makeup artists regularly offer backstage access via Instagram Stories, brands voluntarily stream shows in their entirety on Live, and fashion editors give their thousands of followers a prime view from the front row. No question; Instagram has become a significant advertising pillar for fashion brands as well as retailers.
And on Eva Chen’s signature accessories-and-food shot: “I’m in taxis twice a day and always have snacks.” Instagram food-for-thought!