Tuesday, May 1, 2018

Indian fashion’s tryst with Instagram: Sabyasachi and House of Masaba

Instagram has been the chosen platform for international fashion brands to showcase their latest campaigns and collections. With an increasing worldwide user base, younger demographic profile, advent of ‘influencers’ and new product innovations that support unique creative solutions and integrated digital commerce, Instagram has emerged as the ideal social platform for the fashion & retail industry to reach their audience.

In India, Sabyasachi and Masaba are the two designers/brands that have jumped on the bandwagon and have leveraged the platform well. I have followed both these pages for a while and in my opinion, they do the best work.

Sabyasachi’s page on Instagram is a fashion lover’s delight with breathtaking photography, thoughtfully curated content and amazing attention to detail. Sabyasachi has launched his collections on Instagram since last year and his #BridesofSabyasachi campaign is quite popular owing to well thought out celebrity endorsements and his work with a leading TV channel. The rich imagery of his collections combined with storytelling have been a winning combination. 





Masaba, on the other hand, has been quite a pioneer and early adopter of Instagram for her brand ‘House of Masaba’. I still remember her much talked about Candy collection launch on Instagram during the 2015 Lakme India Fashion Week. It was India’s first ever ‘Instagram only’ fashion show.

She launched her 2018 Summer collection on Instagram back in March this year which was all about great imagery and savvy storytelling. Part of the collection is modeled by real women from across the country, their personalities shining through in every photograph, which makes the campaign relatable. 






Special mention to EKA for sticking to their brand of minimalism and doing such a great job with their well curated eclectic imagery on Instagram. 





It does seem like the trend is catching up and hopefully we will have more Indian fashion brands taking their social media presence seriously. 
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