If you've never heard of Eva Chen, get back on Instagram immediately.
Not that we'd encourage further scrolling (we're sure you've done enough today) but the 37-year-old is not what you'd expect from someone who posts a lot of photographs of their expensive-looking feet.
From showcasing shoes and handbags in the backseat of taxis with her coined hashtag '#evachenpose,' through to interviewing the likes of Karlie Kloss inside a tiny mock office at Instagram HQ, there's a natural realness to what she does. Or rather, she doesn't omit a vibe of total narcissism like so many daily selfie-takers.
It's also no surprise, then, that the Anna Wintour protegée has garnered a whopping 769,000 Instagram followers (and counting).
Following an internship at Harper's Bazaar US, New York-born Chen quickly climbed the fashion ranks. She soon became Teen Vogue's beauty editor and, by the time she was 34, she was made Lucky magazine's editor-in-chief.
And now? The 37-year-old has carved out a role for herself at Instagram HQ (head of fashion partnerships, fyi).
ELLE UK caught up with the social media star during London Fashion Week, where she'd already sat front row for the likes of Burberry, splurged over £100 in Boots, and got her hands on her favourite type of crisps - Walker's Cheese and Onion - during a recent Sainsbury's expedition.
'I had a huge bag of them on the way to the Ashish's show and the whole time I was thinking, "Oh, I smell really bad",' she jokes.
While Chen might be known for pretty much single-handedly transforming the face of Instagram, she sees huge benefits for everyone. Whether you're a 15-year-old living in Cornwall or a 25-year-old in New York, she says, the platform has made luxury fashion accessible to everyone.
'Fashion used to feel like a very closed circle and if you weren't part of the group of 500 editors and buyers, you were pretty much excluded,' she explains. 'Now people feel included; it's opened up the world to so many people and communities. More than that, Instagram is the compliment to everything - whether it's beauty tutorials, working out, going out to eat.'
So, how do we up our own Insta-game? Chen reveals all:
Have a voice
'When people have a voice, a personality or a sense of humour, it really stands out on Instagram.
'You don't have to try to make people laugh all the time but when you click on a profile, it must resonate with you in some way. I follow Reese Witherspoon's Instagram account and whenever she starts posting about her kids I start crying because you can tell how proud she is - that sense of connection is important. It's just as important for a brand.'
Don't try to make it perfect
'There was a period of time when perfection was particularly dominant on Instagram. It was all about that perfect avocado on toast shot from above with a sprinkle of paprika and a pair of designer sunglasses. The perfectly manicured shot was the Instagram 'thing'.
'Now, what we're seeing - thanks to Instagram Stories - is that people want to show the behind-the-scenes of life and make it feel real. When there's soul and personality behind a post, it clicks better. When it's too perfect it doesn't do too well anymore and this is something I see with influencers, models, and designers. You want to feel like you have a true connection with someone.
'The key with Instagram is to find out what you like to do, what's your personality and what works for you. It's the same advice your Mum probably gave you at 15-years-old, 'just be yourself'. That's what performs the best.
Set your own boundaries
'Everyone has their own definition and limits of how much and what they want to post. For instance, someone like fashion influencer Chiara Ferragni posts pretty much everything – every outfit, every moment. It's personal.
'I don't have set rules or boundaries. People ask how I feel posting pictures of my children and I think, 'they're such a big part of my life so it would be weird for me not to'.
'I'm happy to share that aspect of my life but everyone needs to make that decision for themselves. I don't find Instagram stressful as some people do, so it's up to everyone to set their own boundaries for what they want to do.'
Don't overthink it
'Do what you want. If you take an amazing picture of a sunset and want to post it on Instagram, do it. People love seeing through your eyes. Former Givenchy designer Riccardo Tisci does a great job of this. He posts an exact viewpoint of where he is and puts a time stamp sticker on it.
'Find ways to make it simple and integrate it into your daily life.
'A lot of people overthink Instagram and I understand why - they want to build their following - but weirdly the less you think about it, the better you do. Stop caring so much.
Be honest
'I bet if you posted two pictures; one of you in a fancy dress to a gala, and another in sweatpants and a T-shirt and you were open and honest in saying you were feeling 'bleugh', they would get equal number of likes and if not, so many more messages of support for the latter.
'When you see curvier models like Ashley Graham, who unashamedly admits she has cellulite, you read her Instagram comments and want to cry because it's so nice to see women being supportive and saying they feel comfortable in their own bodies.
'Or when Victoria's Secret model Martha Hunt posts pictures in her underwear and points out her scoliosis (where the spine twists and curves to the side) and teenage girls comment on the posts to say 'you made me feel like having a curved back is okay', that sense of body acceptance is very unique and unique to Instagram. It's great that's out there.
'There's a responsibility on brands, people, models etc for everyone to be honest.'
Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
