Fashion bloggers play the roles of both stylist and model on their self-created platforms, and a few of them have become such a force to reckon with here that beauty brands are making them an integral part of their marketing spends. As with everything on the internet, quantity isn?t always matched by quality. We?ve scoured the web to find five of the most popular Mumbai-based fashion bloggers, whose combined readership could rival that of our fashion glossies.
Who A vlogger or video blogger, Scherezade ?Sherry? Shroff is known for her YouTube channel on which she posts DIY tips about fashion, hair and make-up. The subjects of her videos include beauty product reviews, wardrobe essentials for a music festival and her Fashion Week look. Occasionally her posts are more personal in nature than those of her counterparts, like the one in which she introduces viewers to her boyfriend.
Claim to fame Nearly 90,000 Google Plus followers.
Daily selfie count 1 to 3. Ranges from an early morning sans-make-up snap and a midday fish face to a selfie with the boyfriend.
Business model Although Shroff collaborates with brands to produce content for her blog, she typically promotes the ones she actually uses and likes, such as Jabong, Lakme, Sunsilk and TIGI.
Style quotient As a former model and someone a little older than the average fashion blogger, Shroff, who is in her late 20s, offers more life experiences. She isn?t afraid to share her stories about hormonal imbalances, how she gets rid of her moustache and how you should learn to love your hair in all its frizzy glory. She has a spunky personality, which comes through in her videos which have made her something of a YouTube star. Follow her if you are tired of blogs that only peddle brands.
Love and Other Bugs
Who Friends and stylists Kayaan Contractor and Shereen Sikka started this blog together in 2013 to document Indian and international fashion events, but got more attention and followers when they began writing posts about their personal style.
Claim to fame Over 6,600 followers on Instagram.
Daily selfie count 2 to 4. Ranges from mirror selfies and selfies at events to close-ups of their lips and nails. While Sikka is fond of cutesy peace signs and pouts,Contractor favours the fish face.
Business model They publish posts as official guest bloggers for Indian and international brands such as Nishka Lulla, Vero Moda and Only.
Style quotient As a stylist, Sikka has worked with Pernia Qureshi and Sonam Kapoor. Both Contractor and she are more edgy and experimental in their looks than the average fasion blogger. The ombre-haired Contractor has a definite grungy, androgynous style while Sikka is more ladylike. Follow them if you?d like to know about new Indian fashion labels like Ko?csh, EZRA, and Nisha Sainani.
Who When she was 19, Masoom Minawala decided to start documenting her looks online. Today, at 21, she not only has an extremely popular blog, but an e-commerce website that sells clothes and accessories.
Claim to fame Over 43,000 likes on Facebook.
Daily selfie count 1 to 2. The majority are mirror selfies taken at home or in dressing rooms. The number increases when she is travelling.
Business model Minawala is one of the few bloggers who has successfully been able to convert the followers of her blog into buyers on her e-commerce platform. She continues to blog, often collaborating with brands like Garnier and Shoppers Stop that are in sync with her personal style.
Style quotient Follow her if you?re in your teens, enjoy travel and would like some tips on how to dress trendy and where to shop in Boston or London.
What Wear How
Who Urmi Daga and Hemal Ved, two friends who were working in PR but quit after they decided to work in fashion, first as stylists and then also as bloggers.
Claim to fame Over 6,000 followers on Instagram.
Daily selfie count 1 to 2. Happy to just promote the product or the look, they update Instagram less frequently than their peers. But don?t worry, you will get to see a few fish faces every now and then.
Business model Apart from styling ads, they collaborate with brands to promote their products on their blog and other social media. They?ve worked with brands such as Accessorize, FCUK and Calvin Klein.
Style quotient With posts about Indian ethnic wear, their blog has a tad more variety than the others. Follow them if you?d like some quirky DIY ideas ? from how to make a colourful pom pom necklace to how to add homemade tassels to your scarf.
House of Misu
Who Summiya Patni and Mitali Sagar, friends andfashion studies graduates. Their blog was started to promote their fashion consultancy company; these days however they are more active on Instagram.
Claim to fame Over 5,400 followers on Instagram.
Daily selfie count 2 to 4. Many, many shots of their manicures, their looks and the brands they?re working with.
Business model Misu Image Consultants works with fashion (jewellery brand Prerto) and beauty companies (fragrance maker Guerlain) and even styles shoots and manages events for them. It also provides personal styling services.
Style quotient Since they mostly promote brands, it?s hard to gauge their personal style, but they seem to favour chunky accessories. Follow them if you want daily style tips.
This article originally appeared on mumbaiboss.com on August 14, 2014. Rachana Nakra is a Mumbai-based journalist, and founder of fashion resale initiative Fuffabulous.com, from where she blogs about eco-conscious and responsible fashion, and organises charity sales of fashion from Bollywood films.