Meet the queen of Instagram
“I want to shatter the perception in India that influencers are beneath Bollywood stars and other celebrities,” explains Diipa Büller-Khosla on the set of The Bicester Village Shopping Collection’s latest campaign shoot. “I’m proof that, if the public likes you, you can appear on magazine covers and billboards.”
The Indian-born social media star, who splits her time between the UK and Amsterdam, was recently crowned ‘Influencer of the Year’, something she says felt “incredible, especially from a prestigious title such as ELLE.”
She adds: “I hope I can live up to the title and responsibility; inspiring young Indian influencers all over the world to show them they can break barriers and achieve the same successes as those in the West.
“Personally, I'm more motivated by what's to come though. I’m regularly scolded for not celebrating my successes. I just hope I have the energy to keep pushing for more until I'm 80!”
I'm more motivated by what's to come. I’m regularly scolded for not celebrating my successes. I just hope I have the energy to keep pushing for more until I'm 80!
Diipa admits she “kind of fell into being an influencer” after moving to Amsterdam to study international human rights law. “After my studies I took a three-month internship at a digital fashion-influencer agency. I realised there that my ethnicity and Indian heritage wasn’t being represented on a global scale in the fashion industry and on social media, so I thought ‘why not?’. The timing was right and it exploded – I filled a gap in the market.”
Once her blog following boomed, Diipa moved into modelling – even becoming the first-ever influencer to walk a catwalk for India Couture Week.
“My first appearance on the catwalk was insane,” she says. “The designer only told me 24 hours beforehand – I was expecting to sit front row but at the fitting he announced he wanted me to be the ‘show stopper’, which is like his muse.
“Of course, all the other models were six-feet-tall so the designs had to be shortened in the middle of the night. I was so nervous, even with all the make-up and hair, and I was just telling myself, ‘don’t trip’. It was surreal but the adrenaline rush was lots of fun – I can’t wait to do more.”