Vogue India and Instagram come together for a first-of-its-kind talent hunt, ‘Runway Reels’, with a focus on diversity


Vogue India and Instagram have joined hands for a one-of-a-kind partnership where Vogue will spearhead a model hunt, titled Runway Reels, with diversity as its focus. After inviting entries from across the country via Vogue India’s Instagram account, five models picked from diverse backgrounds will win the opportunity to participate in a fashion showcase featuring seven iconic Indian designers: Tarun Tahiliani, Anamika Khanna, Shantanu & Nikhil, Gaurav Gupta, Rahul Mishra, Shivan & Narresh, and Dhruv Kapoor. The shows, running from November to January 2022, will all be styled by Vogue and, in-a-first, be published exclusively as reels on Vogue India’s Instagram account. During the course of the show, Vogue India will also bolster its presence on Reels by releasing a wide variety of fashion, beauty and lifestyle content in the form of reels.

To participate, contestants have to post an Instagram Reel (publicly) showcasing their best runway walk, and use #RunwayReels in their post, tagging Vogue India. The prime focus of this talent hunt is to celebrate diversity in the world of fashion. As India’s foremost authority on all things fashion, Vogue aims to constantly push the boundaries when it comes to matters of diversity and inclusion.  Vogue has taken several initiatives to this effect: casting models of different ages, sizes, sexual orientations and ethnicities for the editorial shoots; featuring under-represented communities on the cover page, and many more. With this model hunt, the endeavour is to show our audience that one needn’t look a certain way to be a model. And there couldn’t be a better way to introduce these models to the world than by styling them in couture created by some of our top homegrown designers – all to play out in a fresh, never-done-before format of Reels.

Speaking about the campaign, Jabir Merchant Chief Digital Officer – Sales, Conde Nast India says, “At CNX – a full service digital agency and creative studio, part of Condé Nast, we believe in the power of engaging content and brilliant storytelling, backed by audience data. It’s a privilege for us to partner with a brand like Instagram. At Condé Nast, diversity is at the heart of what we do, so it is an honour to collaborate with Instagram on a campaign that puts the spotlight on diversity in fashion. It’s an exciting time to be using the mighty force of social media to champion change, and we look forward to many such collaborations in the future.” 

Paras Sharma, Director, Media Partnerships, Facebook India, said, “Reels is a growing global stage on Instagram, and in India, young people across the country are showcasing their unique talents on it. Now with ‘Runway Reels’, there is an opportunity for creators to be in the spotlight by showcasing their creativity and talent in fashion, and leading Indian designers will also launch their collections on Reels taking it to all parts of the country. We’re glad to partner with Conde Nast for this unique program, especially as they look to discover talent in an equitable way.”

Runway Reels: The process

3 jury members and a host of influencers will encourage participation from across India. Contestants have to post an Instagram Reel showcasing their best runway walk, and use #RunwayReels in their post, tagging Vogue India. The 5 winners will be flown to Mumbai and will shoot for the 7 shows that will be styled and directed by Vogue India. Few of the influencers leading the process include: Varshita Thatavarthi, House of Misu, Masoom Minawala, Shivani Singh, Sakshi Sindhwani, Shruti Sinha, Juhi Godame, Shraddha Singh, and Soma Laishram.

Meet the jury

The jury comprises members who bring immense experience from the world of fashion as well as campaigning for more diversity and inclusion in the Indian fashion industry. They include: Priyanka Kapadia, Fashion Director of Vogue India; Diipa Buller Khosla, internationally recognised fashion influencer and entrepreneur; and Sushant Divgikar, singer, drag queen and queer advocate.

Leave a Reply

Your email address will not be published. Required fields are marked *

thirteen + nine =