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HT Brunch Cover Story: The evolution of influence

ByKarishma Kuenzang
Sep 24, 2022 12:59 PM IST

Fashion content creator Santoshi Shetty on how she moved on to a life without likes and validation and became the best version of herself

She released her first video in 2015, when she had 5K followers on Instagram, which was still new in India. Nearly eight years later, Mumbai girl Santoshi Shetty, 28, is one of the country’s top fashion content creators, having added 750k followers to her count over these years. Now, as one of the pioneers of content creation in India, she represents the country at international fashion weeks.

Santoshi says, “Social media is overwhelming. But eventually, a negative comment becomes your strength”; Art Direction: Amit Malik; Make-up and hair: Sonu; Outfit by Itrh; Shoes by Zara (Tushar Bhardwaj)
Santoshi says, “Social media is overwhelming. But eventually, a negative comment becomes your strength”; Art Direction: Amit Malik; Make-up and hair: Sonu; Outfit by Itrh; Shoes by Zara (Tushar Bhardwaj)
Santoshi says, “I was thanking people after every 100 followers, but I wasn’t feeling it after I hit 500k. I am grateful to everyone who follows me, but it’s not about the numbers”; Outfit by Huemn;Shoes by Zara (Tushar Bhardwaj)
Santoshi says, “I was thanking people after every 100 followers, but I wasn’t feeling it after I hit 500k. I am grateful to everyone who follows me, but it’s not about the numbers”; Outfit by Huemn;Shoes by Zara (Tushar Bhardwaj)
(Left to right) Santoshi and her partner, Anti; on vacation in Puducherry; yoga is now an essential part of her life; feeding cows on her birthday, in Goa
(Left to right) Santoshi and her partner, Anti; on vacation in Puducherry; yoga is now an essential part of her life; feeding cows on her birthday, in Goa
Santoshi on her social media journey
Santoshi on her social media journey
Santoshi recently modelled for designer Siddartha Tytler and posted this picture from the shoot on Instagram (Karishma Bedi)
Santoshi recently modelled for designer Siddartha Tytler and posted this picture from the shoot on Instagram (Karishma Bedi)
Santoshi on her peers
Santoshi on her peers
Santoshi says, “If you depend on numbers so much, you will cry over losing followers, which is, honestly, a part of the process”; Outfit by Huemn; Shoes by Zara (Tushar Bhardwaj)
Santoshi says, “If you depend on numbers so much, you will cry over losing followers, which is, honestly, a part of the process”; Outfit by Huemn; Shoes by Zara (Tushar Bhardwaj)
Santoshi says, “If you’ve been through relationships and break-ups, people want answers. I don’t blame them. It’s natural, as they have been a part of your journey”; Outfit and shoes by Zara; Earrings by Unfettered Adornment (Tushar Bhardwaj)
Santoshi says, “If you’ve been through relationships and break-ups, people want answers. I don’t blame them. It’s natural, as they have been a part of your journey”; Outfit and shoes by Zara; Earrings by Unfettered Adornment (Tushar Bhardwaj)
Fashion content creators on a future after and beyond social media
Fashion content creators on a future after and beyond social media
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