Ex-Lucky editor Eva Chen is the new head of fashion at Instagram

Ex-Lucky editor Eva Chen is the new head of fashion at Instagram

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Site: Noelle Faulkner

Your feed is about to get way more fashionable

Instagram's takeover of the fashion space just hit a new level of influence, with the announcement that Eva Chen (@evachen212) will be the new head of Fashion Partnerships.

If you're not familiar with the "#EvaChenPose" (bag, shoes, piece of fruit, taken in the back of a car) or for that matter, Eva Chen, allow us to catch you up to speed. Until April this year, Chen was the editor in chief over at Lucky magazine, which, if you're also out of the loop of US publications, was recently acquired by e-commerce platform BeachMint last year and went from being a Condé Nast staple, to an online only venture.

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During her tenure, Chen was renowned for spruiking the internets, strengthening the magazine's digital brand at every turn. Fans might remember when she famously was the first to put Australian bloggers Nicole Warne and Zanita Whittington, along with Chiara Ferragni on a cover, all at once.

On top of that, Chen herself is arguably the Queen Bee mag editor of social media, so much so that  it wouldn't be outlandish to say her social media-celebrity status even eclipsed that of her actual job.

Currently, she has 397k followers on Instagram, 126k on Twitter and a die-hard Snapchat following - she even announced her first pregnancy via a mother edition of an #EvaChenPose on Instagram and the birth of her daughter via Snapchat. So with all roads pointing to Instagram, it was only a matter of time before the social media goliath snapped her up to pave the fashionable way forward.

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"Eva understands all sides of the fashion community," said an Instagram spokesperson of the appointment. "From the craft of couture to street style, style icons to aspiring models, and storied fashion houses to emerging designers." Instagram chief executive Kevin Systrom echoed the excited sentiment by commenting on Chen's Insta-announcement post: "So excited to welcome you to the team. Looking forward to working together and redefining the valley's notion of 'business casual."

We can't wait to see what she brings to the feeds.  *cheer emoji*

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