The influencer is dead. At 29, and just over a decade into her career that began with a fashion blog in 2011, nobody knows it better than Masoom Minawala. Dividing her time between Mumbai and Antwerp, vignettes of Minawala’s charmed life have attracted a followership of over 1.2 million on Instagram, her online presence now managed by a team of 15 full-time employees that handle everything from the content creator’s wardrobe to business development, collaborations to captions.
Behind the scenes, there is a brain that has been just one crucial step ahead of the next big thing. This week, as her #MasoomTakesFashionWeek unfolds on Instagram, she is bringing an experience (at Milan Fashion Week) — one that took me years to achieve through my work as a fashion journalist — to people who will never have to work a fraction as hard as I. In essence, Minawala’s work is translating her access into an open invitation for her followers.
