Today's guest is one of my most requested — it's Eva Chen! Instagram’s head of fashion partnerships. She's an avid user of Instagram herself with over 1 million followers and works closely with representatives from across the fashion industry to strategise different ways of storytelling on a platform that is becoming absolutely key for fashion labels and retailers.

In this episode I chat to Eva about The Instagram Edit pop up shop at Selfridges in London which is open now - I went along after interviewing Eva at Instagram HQ and it was a really fun experience — getting to browse an Instagram feed IRL. The pop-up is a curation of eight loved fashion, jewellery, beauty and homeware brands that were born and built on Instagram — including Amme London, Atelier Stella and The Frankie Shop. As part of this campaign, Instagram has also taken over one of the iconic Selfridges Christmas windows, partnering with a 3D artist Antoni Tudisco.

We talk about how Instagram has always been a great place to discover businesses of all sizes and also support smaller independents — after all 90% of people now follow a brand on Instagram.

So why not go check out the pop-up? If you can’t get down to Selfridges in person, you can also buy the items featuring in The Edit through the @Selfridges Instagram grid, by tapping on the shopping bag icon on the pictures and videos. I hope you enjoy this conversation with Eva about the future of all things Instagram, why they are trialling hiding 'likes' and Eva's inspiring career backstory.

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(ps: this episode was arranged by the team at Instagram, but it is not paid for or sponsored.)

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