Meet the ‘fairy godmother’ of Instagram

, where Facebook and Instagram users would soon be able to shop for digital clothing for their avatars to wear as they get around the metaverse doing whatever one is expected to do in what’s being billed as the next-generation internet platform.The calibre of designers who signed on for the launch is testimony to Chen’s deep connections within the fashion industry and the trust she has built: Thom Browne, Balenciaga and Prada. It is the biggest project Chen has worked on at the company.

Even its founders, Kevin Systrom and Mike Kreiger, who have since left the company, have hinted that they dislike what the medium has become.for $US1 billion in 2012, looking to this newer, cooler medium to drive profits as Facebook waned. Since then, both platforms have become increasingly commercialised with ads and #sponsoredcontent. More recently, Instagram has mimicked competitors such as TikTok and Snapchat by favouring video content in its feed algorithms, drawing the ire of users.

One way she did this was by encouraging reticent designers to join the platform. Like Donatella Versace, who later visited Instagram’s Menlo Park headquarters as Chen’s guest. She hasn’t always fitted in, she says, recalling her first day at Instagram. “The room was mostly full of engineers. And I was like, ‘Well, I come from editorial, I was at a shopping magazine.’” She felt something close to impostor syndrome, a very un-Chen-like sentiment. But the engineers were intrigued.

Chen represents Instagram at fashion weeks around the world, sitting in the front row and choosing which influencers will come along with her, giving them and their smartphone camerasShe lures fashion celebrities to participate in viral Reel trends such as “jumping” videos, in which a user jump-cuts from one outfit to another.

“There are millions of people already playing in this world, whether through Meta’s offerings or another shape or form,” she says, pointing to the gaming industry, which has become a source of serious revenue for the fashion industry: Louis Vuitton has created “skins” for League of Legends, Burberry for Honor of Kings, Marc Jacobs and Valentino for Animal Crossing. “[People] are already part of the metaverse, they just don’t realise it yet.

Instagram might be where you need your business to be, but it’s also scrabbly terrain to navigate, with nowhere to hide when you misjudge your audience. It is both a trick mirror and a real one, leaving brands and identities exposed.

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