Flitting in their own perfect fits, these fashionistas style themselves in runway looks that could kill a connoisseur in a glimpse and take him to a sweet fashion paradise. The experiments which were limited to fleeting salwar kameez changeovers took wings once their style quotient got the much deserved exposure to a wide-world outside conventional India. And what more? The swathing churidhars, boring flats and off-the-rack bags were replaced by tank tops, jumpsuits, mini-hemlines, six-inch pumps and limited edition totes. Where else can they showcase their creative handiworks than the all conforming, non-judgemental virtual world. In fashion blogs they post pictures of their daily turnouts, the chicest moments and write about it with the same passion and devotion that they would about their own babies.

Donna Paul, hailing from Kochi, started a fashion blog by the name ‘La Bella Donna’ to keep a diary of her personal style. Her daily ensembles handpicked and assembled with right accessories are posted with an impeccable and personal description of the same.

“I believe that clothes and accessories created with an eye for detail and great attention to quality are a source of joy, both for the wearer and the discerning beholder.  My blog is a place for me to share this joy with my readers,” says Donna.

It is the admiration she received for her unique salwar kameez collection from her previous workplace in Chennai boosted Donna’s confidence in her own style. Later on, as the Business System Leader, Cummins Inc., US, she  started putting together various assortments which became a montage of Indian and Western.

“Most of the looks that I showcase on my blog are what I would wear to work, and so the outfit photoshoots for the blog are usually squeezed in before I leave for work or after I get back. Right now my posting schedule is flexible and I usually post on weekends,” quips Donna.

A hands-on mother, she does find it a bit challenging to juggle blogging, a full-time job and taking care of daughter. But she couldn’t thank her husband enough for his immense support in everything she does. “My husband truly is the wind beneath my wings,” Donna says with affection.

With eye-catching titles such as ‘La Vie en Violette’, ‘Sun-drenched Summer Days’ and ‘For the Love of Lace’ Donna’s blog is certainly becoming the talk of the town with its many visitors and admirers.

Ashwathy Shyamkumar started her blog, ‘The style council’ to give weekly segments of fashion advice. With very few photographs given in between long narratives, the blog did not manage to grab many eyeballs.

“After a few months, I decided to post my daily outfit pictures and talk about how you can work with the basics in your closet to come up with different looks. The page views increased over the next few days and comments started pouring in. That was when I knew what I exactly had to do to keep the blog alive and ever since, the blog has only become better,” says Ashwathy, who hails from Thrissur.

Working as a buyer at the fashion division of Jawad Business Group, Kuwait is the biggest advantage for this fashionista, as her favourite brands are operated by her own company.

“I love shopping for the latest collection just as it hits the stores. My photoshoots are held every weekend, when I’m not working and we usually do two to three sets to blog about for the week,” says Ashwathy.

You will not find a single run-of-the-mill outfit in Soma Rachel George’s fashion blog ‘Rach-in-Fashion’. Her outfits have nothing conventional about them. This style junkie has an eye for uniqueness. She is always on the lookout for one-of-a-kind pieces and when she does stumble on one, nobody can stop her from owning it. Hence, her outfits are sometimes abstract or a mixture of Indian and western.

“I am not very brand conscious. I love vintage hence I cherish my hand-me-downs and mix it with contemporary elements,” says Soma. Though not a stickler for brands Soma gives credits to every shop and street from where she had bought her outfits and accessories. This banker in Singapore finds time for her blogging every weekend.

“Since, I have started getting requests for work outfits, I have started posting them as well,” says Soma. Starting her own online shop is her biggest dream.

Jovita George was crowned Miss Kerala in 2005, today, she wears the crown of a fashion diva. With her ‘taintedfingers’, a blog she started as a private space to share her poetry with her friends, she is flaunting her stylising skills.

“I didn’t intend to make the blog public, nor did I intend on making it a fashion blog, hence, the name taintedfingers. As I started writing, I realised I could also utilise this space for my first love – fashion. And slowly it became more fashion and less writing,” says Jovita. She is in the process of changing her domain name to mrjovitageorge.

“Since the current name does not describe the blog at its present state at it’s best”.

Settled in Kuwait, this Kochi girl loves high street brands and her yen for fashion makes her mix and match accessories from Jimmy Choo’s, Mulberry and Proenza schouler with outfits from River Island, Zara, Mango, Topshop, H&M, Forever21 and New look.

“I prefer spending on timeless pieces from higher-end brands and sticking to more affordable places like Max, Aldo and Nine West for trendy pieces that will go out of style the next season,” says Jovita.

Jovita, who  currently focuses on her youtube channel and her fashion blog, has no plans to start her own clothing line as she sees herself as a fashion stylist/consultant.

Lakshmi Menon hailing from Thrissur, is considered the first Malayali fashion vlogger (video blog). With around 1,150 subscribers and 70,000 views Lakshmi’s vlog is thriving in YouTube. Keeping her personal style a mixture of both Indian and haute couture, this fashionable lady finds UAE the best place to be for a fashion lover.

“For me comfort and fashion go hand-in-hand. I’m usually very casual, but some days I am super girly and I want to dress up. For me casual dresses are always shorts, or jeans teamed with a tank tops hoodies or tee. For dressing up I choose LBD skirts or dresses, shades and a designer bag,” says Lakshmi.

They all agree to Jovita when she says, “I don’t find the fashion in Kerala inspiring at all. I don’t see many girls step out and explore their love for fashion. Very few dress according to seasons and trends are set even by movies. Everybody plays safe because it is a community that does not motivate one another to expand one’s options.”