HT Brunch Cover Story: Fashion First

Let me start with faith. As someone who loves to write about fashion and still gives a spin to the vanity of #OutfitOfTheDay posts on Instagram, my former boss called me to tell me that DIPA Buller Khosla and Rahi Chadha are two Indian content creators who have made waves in the fashion world and continue to build on their million-plus followers. After a yes, I got to work.

Looking for Amsterdam-based Diipa – decorated cover Http brush It was easy because I already knew her work. A lawyer-turned-fashion-creator-turned-beauty-entrepreneur, Dipa’s Instagram (1.8 million followers) is a window into her world. It also helps that she’s vocal about her personal highs and lows. However, Londoner Rahi Chadha’s social media presence (1.3 million followers) doesn’t tell me that much about the person I’m asking. There isn’t a lot of media buzz around for someone who made the Forbes 30 Under 30 list earlier this year and is, in fact, the first brown ambassador for Dior Beauty.

Representation issue

In the interview itself, Deepa and Rahi agree like a house on fire.

Rahi is reserved (“I’m a loner,” he says at one point in an interview) but begins to strike up a light conversation with Deepa. This should not be surprising, because the two millennia have much in common. Apart from being proud Indian content creators, they both studied law, are incredibly passionate about fashion and beauty and have developed their own brands.

Rahi vividly remembers meeting Deepa at an event in Dubai four years ago. “We met through a mutual friend. Deepa was already an established content creator. And not long after I started my journey as a creator, I saw her face in Piccadilly Circus in London stocking up on Maybelline. It was amazing to see her South Asian neighbor carrying her heritage and without any Bollywood connections,” he recalls. .

Deepa was quick to express that it was an absolute honor to represent India and South Asia in the larger fashion fraternity.

“There was a time when such success was unheard of. Of course, Indians today excel in all fields—technology, business, fashion. But it’s important to note that it took a while to get here. We had to constantly fight to be taken seriously.

She recalls instances where she was left out of fashion campaigns because of her skin color. “As an Indian from India in Europe, I look and sound different. I’m not invited to fashion shows. I am not selected for fashion campaigns. I’ve seen them all. “When my chosen campaigns are not resolved, I look at everything that’s featured in it and I know why I’m not in it,” she said.

Deepa’s initial struggle to carve out a niche for herself coincides with Rahi, who has modeled for leading brands such as Dior, Gucci, Louis Vuitton with Dior Beauty, Estee Lauder and Maison Margiela Fragrances. In addition to color behavior, content creators like him had to deal with a lack of awareness.

A few years ago, modeling agencies used to say that we don’t have clients who appreciate your looks. Also, a common response to my career was, ‘What does it mean to be a content creator?’ Today, this place has improved tremendously and many of us have our own place,” says Rahi.

Fighting stereotypes

Will this development translate into a paradigm shift in the way Indians are perceived in the West?

Rahi feels this is just the beginning and has a long way to go, as he still meets people who have preconceived notions about Indians.

“For example, when I tell people in England that I’m originally from India, they mention how dangerous and poor it is. It is really important to teach the West about an India that is beyond these ideas,” he said.

In fact, this is one of the reasons Deepa started her beauty brand. “Indē Wild is the epitome of Ayurveda and modern dermatology in a bottle. It is meant for today’s ambitious, educated, science-minded and work-oriented audience. I started it to showcase what India has to offer to the world and to enable modern Indians to appreciate and benefit from their own rich culture and history.” She explained.

As much as Deepa and Rahi have to contend with stereotypes in Europe, they also come from places of privilege in India. So what role did it play in your rise to fame in the content creator world? Deepa recognizes the lessons she learned as her last chance for her parents’ sacrifices and expresses her gratitude for it.

“I come from a middle-class family that prioritizes education above all else. Instead of buying a big house or another car, they put their money into our education and even my mother took a loan and kept her jewelry in the bank so we could study abroad. It’s a privilege I don’t take lightly,” she replied.

Hailing from a family of businessmen, Rahi is not forthcoming about finances, but emphasizes the role he has played in getting the group to where it is today.

“I thank my modeling agency for getting me this far; they’ve guided me and guided me every step of the way and helped me add to my career profile. I think it’s incredibly important to surround yourself with the right people,” says Moses, who learned from his early experiences – starting a beauty clinic in London at 21, and a lot about Navite and growing up. He taught him.

Advice for aspirants

Based on his past experiences, Rahi, now 29, has a lot of advice for aspiring models, especially young men, in the fashion industry’s notorious wage discrimination. “I would say one has to be smart about the decision because whether you like it or not, you can’t have everything. You have to work hard and be disciplined – there are no shortcuts,” he says.

DIPA, for its part, cautions against reading too much into criticism. I’m all for constructive feedback. If there’s one thing motherhood has taught me, it’s to have a thick skin. “I am a goal-oriented person who is motivated by the pressure of my work,” she says truthfully.

As our interview now draws to a close, I indulge in asking both about the most sought-after goal among today’s fashion and lifestyle content creators: a Bollywood career.

But none of them want to. Deepa immediately came out and said: She is not cut out for him. “I prefer to pursue what I’m good at and what I love. Fashion and beauty are my languages, so when I came to set up the brand, I was driven by a hunger for knowledge, which led me to learn about inventory, marketing, PR, talking to venture capitalists and fundraising, etc. I don’t see myself as an actor. For me, anything can happen on the big screen but not Bollywood. But I know Rahi is taking acting classes!”

Rahi has a good explanation for his acting background and Bollywood does not feature in it. “In my creative journey, I spend a lot of time learning how to master the art of beauty. My acting classes help me step out of my comfort zone and channel my creativity; They help me become a different version of me,” he explains before ending the interview.

The biggest thing I took away from the relationship when I started writing this story was: never mind the glamor that comes with it, fashion content creation is not for the faint of heart. It’s a lot of work, and even more so for those who missed out on being part of the first wave. So, for my next story, I’ll be sticking to this side of the camera—with pen (or phone) in hand—for my next story, Dipa and Rahi making their mark on the world’s fashion scene. .

From HTT Brunch, September 3, 2022

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