Is Tania Shroff redefining cool for a new generation?

The Instagram phenomenon, style maverick and meticulous planner is just getting started

In the world of high fashion, Tania Shroff was a name whispered among the cognoscenti long before her appearances at Sofia Richie's wedding. Shroff, however, has never been one to blend into the background. 

In fact, her first sighting pre-Insta fame was courtesy of a pair of hard-to-style-in-Mumbai Vetements boots at Lakme Fashion Week in 2016, a pair that “are well taken care of and ready for their comeback,” she confides.

In a landscape traditionally overshadowed by Bollywood's sartorial narratives, Shroff's global style is not just refreshing but is potentially paradigm-shifting for the future 'It' girls of India. Yet, Shroff resists any attempts at categorisation. "People think they can define me," she asserts, but her style is an ever-evolving extension of her personality.   

It’s all about the details 

Reflecting on her own fashion journey, Shroff acknowledges a shift in her approach. “I was definitely more into trends without understanding how fast they come and go. Since the pandemic, I’ve really focused on being selective with trends and realising that my Instagram is both a brand and a portfolio,” she elaborates.

Shroff, now 26 years old, distances herself from the conventional influencer archetype. She’s carving a niche in social media's creative sphere—creative direction, as opposed to direct product promotion. “I’m more invested in my followers appreciating my aesthetic,” she says. Consider her recent Robert Wun outfit at the British Fashion Awards, or the bespoke lilac Miss Sohee gown she donned for Richie's wedding. Shroff's meticulous attention to detail is evident in every aspect of her look. 

Even her Halloween costume from last year—the one on the iconic '90s Nirma advertisement girl—went viral. But for Shroff, virality is incidental.“I’m not trying to influence, I’m just experimenting with my creativity,” she explains.

Whether it's conceptualising a look for a shoot or an event, Shroff meticulously creates mood boards for everything—from hair (“I had been dying to do a micro bang and we came up with a look around that”) and make-up to the envisioned photography. “I don’t only focus on the outfit I’m wearing; I love to experiment with different hair, make-up, and even photographers. Whether I have to get a wig involved or bleach my brows, I want to commit to the look. I definitely think people appreciate the effort and I love playing around,”. Even when travelling, Shroff plans a mood board for her trips. 

Infusing passion into professional pursuits 

As a content creator, her passion lies in the creative direction behind each Instagram post, a skill that has garnered attention from prestigious brands. Her collaboration with Dior at their iconic show in Mumbai in April 2023, where she managed the French luxury house's Snapchat account, is a testament to this. Similarly, another Instagram post depicts her partnership with Harrods, elegantly dressing up for a night at The Royal Ballet. “When brands reach out to me I deep dive into their aesthetic and figure out how I can merge my creativity with the essence of the brand,” she shares.  

This passion extends to her work with emerging designers and brands. In the past, a project with the boutique label Posh and Pearls highlights this facet of her career. This collaboration was especially exciting for Shroff, as it afforded her complete creative autonomy—she influenced everything from the collection's design to the minutiae of the logo, the photo shoots and packaging.

“It is even more exciting when I get to work with creative people who are as crazy and passionate. I really do believe in that grow-together-type love with the designers and photographers. When a look comes together, it really is team work,” she adds. 

For Shroff, it’s all about embracing her experimental side with authenticity and her wardrobe reflects this philosophy. Take, for instance, JW Anderson's innovative designs or Gilda Ambrosio and Giorgia Tordini for The Attico—bold yet elegant creations, or Dhruv Kapoor's mastery in blending prints, textures, and embroidery. The unique aesthetic of Shushu Tong and the distinctive flair of Richard Quinn make its way into Shroff fashion preferences. “When I feel good quality material in any piece I wear, I feel like the best version of myself,” she says.

The London College of Fashion alumni has only recently seen a noticeable surge in the playful exploration of fashion in India. “Not only just [about] buying the brands but also putting looks together. I love that we are moving away from only Bollywood being fashionable.” However, when it comes to retail, Shroff believes there is a gap that not many have managed to fill. “I haven’t seen a retailer in India yet that has been able to keep up with international brands once they bring them to India. I do feel like Ajio Luxe is close enough.”

Beyond the curated world of Instagram, Shroff’s professional pursuits extend into realms with profound impact. Among these is her work with Veto-Pharma, a company at the forefront of honey bee health. This partnership underscores a commitment to sustainability and ecological well-being, reflecting a deeper, more environmentally conscious facet of Shroff that’s not often seen on social media. 

Equally close to her heart is the legacy of her grandmother Sandra Shroff—the Vice Chairman of UPL—who is the President of the Burns Association of India and also took over the reins of the social and welfare activities of Model Eklavya Residential School at Ahwa, a school for tribal children in the Dang district in Gujarat. “I hope to take over one day,” she says. 

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