The ‘Instagram Girl’ is dictating fashion trends, and business, from her tiny square online.

The most regular teenager is trending  on Instagram with her streetwear and as a result, a number of things are happening. 

Brands are being looked at differently. Or not at all. The Instagram Girl with millions of followers may not be wearing a brand at all. Brands are looking at her differently. They are wooing her.

Global brands are cutting down spends on celebs and traditional advertising and flying the Instagirls to fashion destonations. Fashion is happening everywhere. 

So you have Korin Avraham in Marrakech displaying Isabel Marant even as Sophia Roe is seen in Max Mara eyewear in a Zanzibar resort. This could very well the beginning of the end of the dominance of the West in global fashion. 

The investments and returns of the global fashion industry are also said to be shifting eastwards.

Eva Chen, director of fashion partnerships at Instagram, told the British Vogue that Instagram is setting a new, better benchmark of beauty. 

She speaks of designers using models who are curvier or differentlyabled, or “unconventional” beauties. She attributes it to Instagram. 

“ I think the amazing thing about Instagram is that the community of 800-million strong says, ‘Why should there be a definition of conventional?’ Unconventional in one market can and should be conventional in another,” she continues. “I think that global sense of beauty is very much attributed to Instagram.”

But at a more obvious and fun level, Instagram is lighting up our lives every day. Every time you need to know what’s hot, what’s not, or what to wear to the party tonight, you look up Instagram. 

Here the models are wearing clothes, from funky to cool and to seriously sexy, inspired heavily by Instagram looks.

“Today, the millennials rely on Instagram feeds to a great extent on deciding what to buy,” says Diksha Katyal, model and model co-ordinator, who has studied at Istituto Marangoni London. “An Instagram trend that's really in these days is oversized T-shirts,” she adds.

♦ Models: Samira Grewal, Juhi Ghosh, Diksha Katyal 
♦ Photographs: Rashbehari Das 
♦ Make-up: Sourab Mitra; Hair: Swarup Das 
♦ Costume stylist: Kushal Sen 
♦ Concept and creatives: Diksha Katyal