Charuta Arvind Yadav feels creators must retain their style in branded content

Charuta Arvind Yadav

Charuta Arvind Yadav doesn’t believe in limiting her personal style to a box, she believes in the power of individuality in fashion.

From playing dress-up as a child to being an influencer who uses fashion as a means to express herself, Charuta Arvind Yadav has come a long way. Most of her days are spent working on new pieces for her blog. In conversation with Social Samosa, she tells us about her content creation process and views on fashion and style.

Looking back, where did it all begin?

To be honest, this has always been a part of me, I have always loved dressing up, so I guess my interest in fashion, dressing up began since I was a child.

What is your USP in this cluttered space? How does your content give you an edge?

I feel like I have a vision in my head when it comes to fashion and I try to bring it to life by DIYing my clothes, painting them or styling them in a not so basic way. I use fashion as a medium of self-expression. Also, I have no particular way of dressing because I don’t believe in limiting my personal style to a box, fashion for me is all about individuality and that is why wearable art plays a huge part in my style, so I guess that’s my USP.

Please take us through your content creation process. How do you stay relevant and relatable?

Well, to be very honest, I don’t really care much about being relatable and relevant, I create content about the things that excite me, things that I am passionate about and that could be anything from a 50 rupee slip dress that I picked up from Sarojini to a new plant pot that I bought or latest designer purchase or the latest earrings I DIYed and that is what really brings out the best in my content. It comes straight from the heart. I want my content to make people actually feel something.

How do you make moolah with your efforts?

I think everybody knows it now since the process is very transparent, you work with brands and get paid for creating content for them. But it’s important that you filter the brands you want to work with and be honest with your audience. 

How do you maintain editorial objectivity with the influx of brand briefs?

The brand and the content creator need to come to a decision that suits both the parties. Creating content for a brand doesn’t mean that you need to lose your style, always remember that brands work with you because they like what you do. And if I feel like a brand isn’t on the same page as me, well then there’s plenty of fish in the sea. I don’t like to lose my creative freedom for fitting into a brand brief.

Also Read: Tarun Wadhwani feels grateful for having taken the road less travelled

One instance/experience that made it all worthwhile

It has to be winning the Best DIY Blog by Cosmopolitan India. I remember when I started blogging it was my dream to be featured in Cosmo’s street style, that tiny picture was all I wanted, but winning the award, being featured in the magazine as a winner, being interviewed about my brand and recently winning another award for my blog, I have come a long way. I count my blessings every single day. I keep working harder and dreaming bigger!

Weirdest brand brief/request ever

I don’t think I have come across some weird brand brief.

If not blogging, you would be?

Probably mutating genes in a lab, but never say never! Or maybe decorating interiors. There is so much that I want to do.

A day in your life…

For me, every day is different and that is what I absolutely love. Some days I am shooting for YouTube channel, some days are spent editing the videos, some days are all about shooting for my blog and I also create wearable art pieces for my brand in between. I love it and I wouldn’t have it and any other way.

Message/tips for upcoming bloggers

Just be YOU! Take inspiration from your favourite bloggers but don’t copy. And it’s very important to enjoy what you do. It’s all about individuality.

Your Favorite Influencer

I am loving Tezza at the moment. I live Beth Jones because of her amazing thrift finds and I feel like Aureta is my spirit animal.

The Future you foresee for your Personal Brand

I don’t want to be over-confident, I want to keep working hard and create content that I enjoy creating but I feel like things would only get better from here.


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