“Confidence is acquired over time and experiences and most importantly by embracing your flaws and making them your assets! Be different, be you and let no one tell you you're not good enough. There's nothing hotter than a woman confident in her own skin! Outfit: @roukabysreejithjeevan, Earrings: @jugalbandhi,” these are the lines posted by the seamlessly beautiful and talented state award-winning actor Rajisha Vijayan as she posted a photograph of hers on her Instagram page. Rajisha has 8 lakh 41 thousand followers on Instagram.
This means these many people are keeping track of what the actor is posting. Another important matter that needs a mention at this time is that at least half of these followers (most probably women in this case) who read the post will definitely click on the hyperlink that leads to the Instagram handle of the boutique or the online shop to know more about the accessories and the outfit the actor is wearing. It is obvious that some of them will also buy something from the shop or when they decide to design an outfit will most probably opt for the same designer or boutique that designed the actor’s outfit.
With celebrities like Bhavana, Bhama, Mia, Mamta Mohandas and many more getting their customised outfits done by local designers, the boutique culture has been taken to an all-new level. The designers, stylists and boutiques are being promoted by the actors, so much so that they have become popular options for customers who get their outfits designed. Not only this, customers also try and buy the accessories from the same online shops these celebrities purchase their clothes from. Commenting on this trend and how much this has this helped in marketing their brand, Reshma, co-owner of Label’M designer boutique and a fashion designer says, “It is true that our market value has gone very high after both Anu and myself started designing for celebrities like Bhavana.
“It is because these actors have a huge fan following and when they post a photograph, fans look into each and every detail like what they are wearing, their accessories, hairdo and everything. We received a lot of enquiries for the different dresses we designed for Bhavana for her wedding functions and reception. When people approach us, they may require a replica of a costume the celebrity had worn but their budget need not be that huge. We therefore try and deliver them whatever they like by making slight alterations. However, it is definite that the popularity we are enjoying, with these celebrities promoting our designs, has drastically increased the pace with which our business has grown.”
Freelance celebrity makeup artist Renju Renjimar too backs this opinion. The makeup artist says she receives many appreciations and enquiries when celebrities post their photographs, crediting her for makeup. “Since the past few years, I am getting overwhelming enquiries from brides-to-be throughout Kerala. Some even say they are ready to pay me even more if I refuse to take on the booking owing to a prior engagement. I think many of my celebrity friends are the reason for this. I have worked with many actors for their photo shoots and cover shoots. Those who are active on social media also post the photographs, thereby giving me credit. People, therefore, visit my account as well and consider me for doing their makeup for various functions. This can be considered as a marketing strategy that happens even without the knowledge of the makeup artist or the designer,” she says.
However, it cannot be denied that there are many designers and boutiques that approach the celebrities to collaborate with them depending on their Instagram followers. This results in making the brand popular and also helps the actors to present themselves in new and fashionable outfits every time they appear in public, which can otherwise be an expensive affair. State Award-winning actor Vinitha Koshy says, “Some boutiques have approached me depending on my popularity. They request a collaboration, wherein they design an outfit for me according to my requirements for the various social gatherings I attend. In turn, I give them the credit along with posting a photograph. This, in turn, gives them many enquiries regarding the same costume or for making one with some changes. The outfits are meant to be given back.Reshma, however, has a different take on this. She says that their brand does not collaborate with a celebrity just because he/she has many Instagram followers, which will work in their favour. “Our designs reflect the power and aura that women carry. We, therefore, collaborate with those actors only, who, when they wear our outfits, uphold our vision. We cannot always think of marketing and promotions only when it comes to the designs as it purely depends on the creativity of the designer.”
With social media becoming one the most creative and useful tools for marketing, these designer and makeup artistes owe it all to the public who like and support them throughout and show the urge to wear the same dress or accessory as that of their favourite star.