Behind The Lens #17: Mumbai-based fashion blogger Aashna Shroff

Instagram: @minimediasg

Read the Behind The Lens Series on minimediasg

@minimediasg | #minimediasg

Meet Aashan Shroff is one of india’s leading influencer. She is famously known as The Snob Journal where she shares more about fashion, beauty, lifestyle and travel. She has worked with big brands such as Lux, Mac Cosmetics and Pantene. Keep reading to find out more about her journey!

What did you do in university?

I actually don’t have a degree. For the longest time I didn’t know what I wanted to do. So I studied at Mithibai College in Mumbai in the Arts field till my 12th, after which I did a few courses in photography, preschool teaching and interior design, all while working on the side for experience, after which I finally found my calling in fashion, and studied Fashion Business at London College Of Fashion. *What are the things that matter to you the most?* Family comes first. I live with my mom, masi and 2 dogs, and we’re an all women household, and they mean the world to me. My work is also very important to me. I love and respect my job a lot and it makes me really happy to wake up every morning thinking of what to do next.

What does a typical day in your week look like?

Since we’re always working on new projects/campaigns, there’s never a typical day at work for me. Some days I’m working from morning until late in the night, brainstorming content with my team, co-ordinating brand campaigns, planning shoots, etc. Other days I’m starting my day at 6 am travelling to another part of town for a long day of shoot. As much as I would have loved to have a fixed routine in place, I also love that everyday is new with my job.

Are there key people or books that have moulded you?

My mum. She’s my biggest inspiration, and I get the strength and will power to work hard from her. She has also helped me a lot when I just started out with my blog.

Tell us something we don’t know about the influencers work?

I have spoken about this before, but I think the fact that our jobs aren’t easy at all. I agree that no job is easy, but many believe that ours doesn’t take much work and we get a lot of perks, which honestly isn’t true. We have no work timings, which usually means we work all day. And it’s not as simple as clicking a picture and posting it. Each photo/video and sometimes even story has so much thought and planning that goes into it before the shoot, and a lot of work post shooting as well. And apart from that, we have a lot of other aspects just like any other business that the outside world doesn’t see.

Where do you see yourself in the future?

No one knows what the future of blogging will be. But I sure know that content creation is something I absolutely love and would want to continue doing for as long as I can. I also plan to start my own brand (already in the works, but I can’t reveal much on that just yet haha!

Find and Follow Aashna Shroff

Instagram: Aashna Shroff

Website: The Snob Journal

YouTube: Aashna Shroff

We hope you enjoyed it and we thank Aashna Shroff for this interesting interview.


The Behind The Lens Series on Minimedia brings you daily interviews with the most dynamic content creators on the web. People working hard within their respective fields, on the subjects that make them most passionate. We uncover their stories.

To receive your dose of daily inspiration follow us on instagram and sign up to the Behind The Lens newsletter.

Instagram: @minimediasg

Read the Behind The Lens Series on minimediasg

@minimediasg | #minimediasg