Getting tyohar ready with Sana Grover, Ella D Varma, Komal Matta Kapoor and Avantika Chhabria!

Social Ketchup Ed, Mrinil Mathur Rajwani speaks to fashion and lifestyle content creators, Sana Grover, Ella D Verma, Kompal Matta and Avantika Chhabria about all things fashion content this festive season.

How every year, August to the New Year flies by in a jiffy is a mystery to me! Whether it’s festivals or wedding season, each month is packed, making it feel like you are constantly changing clothes, eating sweets, celebrating, and planning the next event on your list. 

I’m not complaining—though my feet might be—but honestly, I love this festive season: the madness, the festive cheer, meeting family and friends (even virtually with high energy), keeping up with trends, dressing up for the gram, and missing a few dear ones along the way. All in all, I eagerly await this season every year—it’s a joyous ride, though it comes with a whirlwind of planning.

And if we are celebrating festive through this edition, how can we not have fashion creators dolled up in traditional attire, bringing their patakha glam on the cover! With Sana Grover, Ella D Verma, Kompal Matta Kapoor and Avantika Chabaria we are all tyohar ready, are you? 

Here are some excerpts from the interview:

Sana Grover is a fashion and lifestyle content creator passionate about inspiring others to elevate their style with fresh trends and relatable outfit ideas. With over seven years of experience in social media content creation, she has gained a strong understanding of the industry’s business side. Sana is also the author of The Glow Up Guide, an Amazon bestseller, and the founder of The Glow Up Academy, an online course designed to empower young women to enhance their lives.

Mrinil Mathur Rajwani: How does the festive season influence your content? What is your creative process while planning and curating ethnic fashion content dedicated towards the festive season?

Sana Grover: The festive season is all about celebrating culture, which heavily influences my content. I focus on featuring more Indian outfits like sarees, lehengas, and suits to match the festive vibe. I also love sharing outfit ideas for different functions like Diwali parties, pujas, and even budget-friendly looks that still make you feel polished. 

Grooming becomes an essential focus, too, especially with the wedding season following right after. My creative process involves curating a mix of traditional and modern outfits while thinking about practicality, like offering affordable, chic styling options, so everyone can feel glam without overspending. 

What do you think makes a successful festive fashion campaign or collaboration?

SG: For me, simplicity and relatability are key. Creating content that is easy to digest, with actionable styling tips and links to all the outfits so people can actually recreate the looks, is what makes a campaign stand out. When the content feels usable and gives people practical tips, it becomes more than just visually appealing; it’s helpful too.

Ella D Varma

Ella, has garnered views on her makeup and fashion content, which has made her a beloved figure in the beauty community. Defying all odds, she emerged as the Trans Face Model for Zivame. She achieved the remarkable honour of first runner-up in Miss Trans Queen 2023.

How will you define festive fashion?

EV: It’s a time to celebrate and connect with the people you love and so definitely something that you feel your best in. For me I love tradition, traditional garments and fabrics but adding my personal touch with personalised silhouettes that make me feel my best.

Do you think there is a clutter of festive fashion content during this time? How do you ensure your content stands out amongst the festive promotions from fellow creators and brands?

EV: There definitely is a clutter of festive content and in my book that’s beautiful, as far as standing out is concerned i do that by being authentic, telling my stories and sharing the meaning behind my content helps it stand out, my experience of the festive season is different to most people’s and I make sure to bring my personal experiences front and centre because I hope it helps not only educate but also resonate with those who are like me.

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Komal Matta Kapoor

Kompal is a content creator with a passion for fashion that began in Lucknow and led her to fashion studies in Delhi. With eight years in the creator industry, she now balances life between New York and India. Known for blending her roots with professional insights, she connects with followers through style advice, inspiration,and personal stories - a seamless mix of her personality.

Have you partnered with any brands for the festive season? How do you ensure your collaboration reflects your style while aligning with the brand’s ethos?

KM: Yes, I did! I mostly try to stick to my own style, for example, not playing a lot with my hairstyle or makeup! I try to make my style reflect and blend well with most of the brands I work with. Simplicity is the key!

Do you think there is a growing interest from your audience in sustainable or eco-friendly fashion during festivals? How do you respond to this demand?

KM: Surely! People love to repeat clothes or style them differently, and it’s making me more aware of how to adapt to that in the near future.

Avantika Chhabria

Avantika and Srishti, aka thecisterco, the dynamic fashion, lifestyle and beauty influencers from the vibrant heart of Bandra, Bombay, have taken the fashion world by storm! Known for their captivating series showcasing local boutiques and hidden gems, they bring the essence of homegrown
fashion to life.

How does the festive season influence your content? What is your creative process while planning and curating ethnic fashion content dedicated towards the festive season?

TheCisterCo: The festive season is our favourite time to create content the opportunity to dress up, feel & look your best is ideal for fashion content creators like us. We try to problem solve with our content and literally put out what the audience is asking from us - whether it’s budget fits or newer designers.

How different is festive content for you from what you generally create?

TCC: Honestly, for us it’s not really different because we focus on a lot of wedding content too and that overlaps quite a bit with festive content the only difference is probably attention to decor and aesthetic when it comes to festive content - you need to make the audience feel festive!

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