Out today inside the @financialreview...⁠ ⁠ “The role of a social media director is one of the most challenging roles ever to exist,” says Eva Chen, the head of fashion partnerships at Instagram. “You have to be at the forefront of culture, trends, what the hottest meme is. But you also have to have a fluent grasp of what the consumer or your followers expect.”⁠ ⁠ And consumers, particularly Millennials and Gen Z, “put their wallets where their hearts are”.⁠ ⁠ “People want body diversity, they want cultural diversity, they want racial, gender, ethnic diversity,” says Chen. “I have heard people say, ‘it’s too hard’. My response is always, ‘work harder’. If you have a runway with one set skin colour or hair colour or body type, well ... you should be prepared for feedback.”⁠ ⁠ Chen is one of the most powerful and inspiring people working in fashion today. She spoke with Lauren Sams for the cover story of our September fashion issue.⁠ ⁠ Also in the issue: Sams speaks with Bruno Pavlovsky, the president of fashion at Chanel; we talk to Ita Buttrose, Linda Burney, Christine Holgate and Allegra Spender about the late and great Carla Zampatti; and we meet a designer with a soft spot for squash.⁠ ⁠ Don’t miss our September issue!⁠ ⁠ 📰: @laurenssams⁠ 📷: @paolaandmurray 👗: @christopherjohnrogers 👠: @manoloblahnik