“SKIMS’ minimalist, luxe aesthetic aligns perfectly with my personal style,” Shubhra Vaity on her collaboration with SKIMS

Fashion influencer Shubhra Vaity discussed brands' changing perspectives towards Indian creators, lessons learned from global collaborations, and more, while opening up about her recent collaboration with SKIMS.

Marketing geniuses will always have strategies that make a brand globally recognizable. Something that was focused on having a catchy jingle is now about having a more personalised approach. This shift has proved to be a boon for the creator economy, a space that continues to become part of every major event or brand launch. Indian brands are solidifying their presence in the digital space by collaborating with creators, allowing them to tap into the audiences these creators bring.

International brands are also partnering with creators, demonstrating how this collaboration is becoming a key pathway to entering the Indian market. Fashion influencer Shubhra Vaity is among those Indian creators who bagged their international collab, bridging the gap between the Indian market and global reach. Her recent collaboration with SKIMS shows just how valuable the Indian creator economy is turning into.

Considering a creator's popularity, people often rush to check out the products creators use or suggest. SKIMS, which has been enjoying its global presence, with international creators raving about its products, only started being available in India in early 2025. As someone who is known for her luxe, minimalistic, and sleek style, Shubhra's collaboration with the brand seems like the perfect fit. We had the opportunity to sit down and have a chat with Shubhra and discuss this collaboration, how it impacts the Indian creator economy as a whole, how Indian brands can foster better relationships with creators, and more.

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Here's what she had to share!

You are one of the few Indian influencers who have collaborated with an international brand like SKIMS. As a creator who is growing in this industry, what does this collaboration mean to you?

Collaborating with SKIMS is a significant milestone in my journey as a creator. It represents a global acknowledgment of my work and style, and it's incredibly motivating to see an international brand resonate with my aesthetic. This partnership not only validates my creative direction but also inspires me to continue pushing boundaries and connecting with a broader audience.

SKIMS was only brought to India last year and has decided to collaborate with creators like you to get a hold of this market. How do you think collaborations like this change the game for Indian creators globally?

Indian creators are going global like never before. We're no longer just part of local conversations. Collaborations with brands like SKIMS show that the world is not just watching us. It's a powerful shift. Collaborations like this are transformative for Indian creators. Partnering with SKIMS not only amplifies my reach but also showcases the diversity and creativity of Indian influencers on a worldwide stage.

Skims is often associated with minimalist luxe which aligns with your own personal style. Do you think this played into SKIMS choosing you for this collab?

My audience was definitely surprised in the best way to see the SKIMS collaboration, but not entirely stunned. I’ve always incorporated an international flair into my content, whether it’s through styling or beauty. So while SKIMS was a big moment, it also felt like a natural next step in the journey my audience has seen unfolding on my feed.

SKIMS’ minimalist, luxe aesthetic aligns perfectly with my personal style. Clean lines, elevated basics, and effortless elegance. I believe this synergy made the collaboration feel authentic and intentional, which is likely why they saw a strong fit in working with me.

Has working with SKIMS changed anything about how you view brand partnerships or your creative process moving forward?

Working with SKIMS was a refreshing change compared to typical collaborations with Indian brands. Often, when working with local brands, there are strict mandates. everything from product placement to specific integration requirements needs to be considered from the very beginning of the video. Many Indian brands prioritize making their product the focal point right from the start, which can sometimes feel limiting creatively.

But with SKIMS, the approach was truly collaborative. They valued my creative input, giving me the freedom to craft the content in a way that felt authentic to my style. It was a 50-50 partnership, where both the brand and I had equal influence on how the content came together. This flexibility allowed for a more organic, genuine collaboration, which is a rare but exciting experience in the industry.

With influencers becoming an integral part of brands' marketing strategies, how do you, as a creator, think that brands can foster this relationship for the better?

In the Indian influencer marketing space, it’s common to see multiple influencers promoting the same campaign, especially in beauty. While this can create visibility, it often lacks authenticity because the message feels over-saturated. To foster stronger relationships, brands should streamline their approach by selecting a handful of creators who truly align with the brand’s values and vision.

By giving these creators exclusive opportunities to market a product, it not only builds a more authentic connection but also showcases the creator’s genuine use and belief in the product. When audiences see a creator consistently engaging with a brand, they know it’s a real endorsement, which adds to the trust and credibility of both the influencer and the brand.

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What do you think of this collab? Let us know in the comments below.