Fashion’s New Fundamentalists – Nilu Yuleena Thapa

They found their calling blogging about their sense of fashion and lifestyle – and they’ve gone on to become some of the biggest influencers in the fashion market in South India today. RITZ features some of South India’s most popular fashion and lifestyle bloggers and finds out what exactly makes each one of them tick.


Views: 1,20,000

Unique viewers per month: 10,000

Instagram: 26,600 followers

Facebook: 27,588 followers

Do you feel South Indian bloggers are sidelined by top national designers and big-ticket international labels? And why is that?

I don’t exactly feel that. While I know other cities have far more brands and events than we do, I still feel that bloggers in South India do get coverage and an opportunity to collaborate with national brands.

What do you feel bloggers from Mumbai or Delhi possess as advantages over their South Indian counterparts?

Sometimes yes, since there are more brands and events in Mumbai and Delhi as I mentioned earlier, but that doesn’t stop us from working on the same collaborations they are a part of.

There is criticism that fashion and beauty bloggers are far more exposed and knowledgeable in the north than here. Comment.

I don’t believe in that. Everyone has their own perspective and while North has many full time bloggers who dedicate their entire working hours to working on the blog, here in South I see a lot of people doing it as a part time hobby.

How lucrative is blogging even as a part time hobby?

I cannot specify on the part time as I’ve been a full time blogger for 2 years.

Have you been part of mainstream campaigns by big brands to popularise their products/lines?

Yes, I have. The experience has been amazing and meeting bloggers from different cities is always fun. We all have our individuality on which we are building our respective blogs and we understand and respect that.

What are your future plans?

I want to continue delivering quality and meaningful work to my readers and clients.

Nilu (2)

Miroslava Duma has made a career out of her social media presence as the fashion blogger par excellence. Do you see some such figure emerging from India?

Not internationally but I’m hopeful we’ll see someone soon!

How strongly are you influenced by Bollywood trends?

I’m not influenced by Bollywood trends.

How do you understand what your readers/followers prefer or want?

I’m very active on social media and I interact a lot with my blog readers. After years of interaction, we have formed a relationship where they don’t hesitate to let me know what they want to see and I work on their requests too. Besides that I blog about anything interesting I find as my blog is not a fashion blog where I predict trends and tell people that certain things are in trend but instead I just write about my personal style which categorizes BIG hair LOUD mouth into the Personal Style Blog Genre.

How do you keep yourself abreast of fashion and beauty trends?

I shop online a lot, especially from the new arrivals and that helps me.

Who are your favourite bloggers and what sites do you visit for on-trend info?

I have many favourite bloggers. As I said earlier, everyone has their unique style and I love seeing that in their blogs as it is different.

Nilu (1)

In an age that encourages the most unconventional career choices, do you see blogging emerging as a viable career option?

Yes. When I quit my full time job in Yahoo to pursue my dream of becoming a blogger, I was skeptical but I see myself much happier and self-satisfied following my passion and working for myself.

What are your favourite brands?

Numerous! I wear a mix of both high fashion, luxury and street style clothing to create something different. I don’t run after labels so to me fashion isn’t about wearing the expensive brands but is about making yourself look good.

What names are you most often seen wearing?

I wear Chicwish dresses and skirts a lot, Zara shoes, I always carry my MK Selma not because of the label but because it can house so many things and still maintain its shape well. I often add Max Fashions, Zara, Mango, ONLY and Lifestyle to my looks.