1. Tell us about your background and journey.
As a kid, I was a huge fan of getting ready and sitting in front of the mirror, trying my hand at my mom’s makeup, or experimenting with her dupattas. I was also good at public speaking, so whenever there was an elocution competition at school, I would always be the first one to raise my hand. Thus, my journey unofficially began long ago when I was a child. However, it was in the year 2017, after I had completed my schooling, that I posted my first video on my YouTube channel.
I had wanted to start earlier, but I was always held back by the fear of judgment from others – wondering what they were going to say – and the concern of people talking behind my back. Aside from that, I also had to focus on my studies, exams, assignments, and everything else. So, I began after school, and thankfully, everyone supported me. Since then, my journey has been evolving in every possible way up until today.
2. What led you to start your page on Instagram?
I began as a YouTuber, posting content related to fashion, lifestyle, everyday vlogs, skincare and haircare tips and tricks, and much more. I could see people actually relating to my content and loving it. Seeing the growth on YouTube, I thought that perhaps people would enjoy seeing a collage or quick recap of my everyday outfits, my daily OOTDs, and lifestyle stuff. That's when I started posting on Instagram.
However, I've always been more of a video person because I believe that videos bring out the truest version of myself, my authentic self for the audience to see and relate to. Communicating with my audience through my videos helps me connect better with them, and they also appreciate me in video content. Fortunately, Instagram now features reels, allowing me to use the video format and create content for both my YouTube and Instagram families.
3. Do you think that there will be a new style statement or fashion obsession with the new normal? If so what would be your choice and why?
Yes, definitely. In fact, fashion keeps evolving, as do our tastes. Athleisure and loungewear are gradually becoming the new norm, and they're on their way to becoming a new style statement. Currently, we are more inclined towards fabrics that offer comfort and breathability, like linen instead of denim. I believe this shift is a post-COVID effect. Even today, we've grown accustomed to working from the comfort of our homes, spending our days in pajamas or loungewear.
There has been a rapid transition from tight-fitting attire to comfortable and breathable outfits. Linen has now become our preferred fabric—it's soft, comfortable, easy-breezy, and keeps you feeling light all day. So, yes, it's definitely something that will stick around and will soon become a fashion obsession. Personally, I adore wearing linen throughout the day, whether I'm shooting in front of the camera, editing on my laptop, or going out to meet friends. It has become a staple in my wardrobe, providing comfort throughout the day.
4. Is it financially sustainable to be a fashion blogger today?
Being a fashion blogger is undoubtedly a sustainable endeavor. Gone are the days when engineering and medicine were the only career options. Today's era is all about creativity and authenticity. In fact, a majority of creators are now focused on entrepreneurship. They are building makeup brands, tech ventures, starting clothing lines and so much more.
Beyond collaborating with various brands, you can also create your own courses, author books, engage in affiliate marketing, and more. Regardless of your choice, being creative and not giving up on your own unique self is what makes fashion blogging sustainable both financially and otherwise.
5. What is your idea of success or your mantra in life?
I believe it all comes from within you. If you don't try yourself or believe in yourself, then no one else will. Taking that first step is on you, just as it was for me when I uploaded my first video on my YouTube channel. I know that if I were to go back and watch that video, I'd probably see myself hiding behind the curtains. But I'm also certain that had I not uploaded that video, I wouldn't be where I am today.
It all boils down to the first step and the ability to know your worth. Trends may come and go, but if you hold onto your authenticity and creativity, you'll undoubtedly stand the test of time. I believe that no matter which field you choose, passion is one thing, but consistency is what makes you come out way better. So, for me, my recipe for success is self-belief and choosing a path that lets your inner brilliance shine even brighter.
6. Who is your favorite fashion blogger and why?
As a fashion blogger, each day brings something new for me. I am constantly learning, whether it's from online sources, other influencers, or the diverse talents within my team. I can't definitively say that I have a favorite fashion blogger, as everyone possesses their own unique and amazing qualities. However, I truly enjoy watching fellow fashion influencers on the internet and drawing inspiration from their work.
I also keep my eyes on ideas from Pinterest, such as different silhouettes, unique styles, upcoming trends, colors, and more. Vogue and Cosmopolitan are my go-to digital magazines to stay updated. Nonetheless, one thing remains consistent: I draw inspiration from all these sources and craft my own content that aligns with my aesthetic.
7. Do you have any tips for people who want to join this field?
I would say, just be very creative and try to go out of the box. Give people what they are not getting and don't get caught in the rat race. There are multiple influencers and fashion bloggers out there. If we all just keep following the trend, then people will not enjoy watching our content. You know, like stand-up comedians – they all have the agenda to make us laugh via their jokes, but each and everyone is different and no matter how much we watch them, we won't get bored.
The reason why this happens is that they are unique; they try to be out of the box and bring something new to the table without compromising on their individualism. So, you’ll see that everybody seems to be posting haul videos these days, and they do so because these types of videos are apparently working. But if every one of us follows the trend and doesn't get creative, sooner or later ‘haul videos’ will be dead. There’s only so much that the audience can take. People crave novelty. In short, fill the gap in the market, keep evolving and of course, be yourself.
8. Which is your favorite book and why?
One of my favorite books has to be 'Thank God It's Monday.' It's my mom’s book and it focuses on increasing your productivity and efficiency personally and professionally. It’s a great read for anyone who goes through Monday blues a lot (I certainly did before I read it!) and is looking for ways to strike the perfect work-life balance.
I’m kind of biased towards the second one. It has to be my own book - 'The Glow-Up Guide.' This book is all about fashion, etiquette, grooming, and all the social skills you would need to get that perfect glow-up - from financial literacy for young girls all the way to dealing with heartbreak - this book is your best friend! If you’d like to buy it, it is available on Amazon, Flipkart, and Notionpress.
Bio:
Sana Grover is a fashion and lifestyle creator with a following of 460k+ on YouTube. She is based in Delhi and has always been inclined towards the creative side since her school days. Her passion for documenting her lifestyle online led her to create valuable content for her audience in terms of fashion and lifestyle, showcasing her talent and expertise. Her fashion content is inclusive of all body types and reflects her deep sense of knowledge in the area. This has garnered audiences of all age groups to her content since she started back in 2017.
Sana graduated in social etiquette from the International Etiquette and Protocol Academy of London, which she has beautifully incorporated into her latest book, The Glow Up Guide: Elegantly Sipping Your Way to Success. Just as the subheading suggests, the book can be read as a light-hearted guide; helping readers achieve success through knowledge of the rules of digital dos and don’ts, managing finances, fashion, etiquette, and much more. Her insightful knowledge of etiquette stems from her grandmother, who instilled in her the importance of social etiquette, and table layouts to managing finances.
This is evident in her 180-page book, which she managed to complete in 6-7 months while simultaneously creating content for her socials. Growing up watching films like Princess Diaries and being inspired by her grandmother, Sana has put all her experience and expertise into her book, conveying her knowledge in a conversational tone, and making it easier for all to understand. She expects the book to help her young audience in Tier 2 and Tier 3 cities to provide access to a social guide that otherwise is rarely talked about, let alone being penned down.
Sana's journey started with editing videos for her mother's business on social media, which eventually led her to become an influencer. Her mother has been her biggest inspiration and has always encouraged her to pursue her passion. These videos paved the way for her to collaborate with celebrated brands such as Leverage Edu, Loreal, Maybelline, Myntra, Nykka, and more.
Interviewed By - Himanshi Ahuja
Edited By - Aarya Gode
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