WHEN THE LIGHTS DIM

For new stakeholders in the fashion industry, the relentless cycle has complicated prioritising ih mental health

- BARRY RODGERS

Digital brand manager Debarati Roy is always trying to play catch up. I met her backstage just before one of the evening shows during the recently concluded FDCI x Lakmé Fashion Week and she seemed reasonably flustered.

"I'm constantly looking for ways to build visibility for the fashion brands I've been entrusted with. It's all about keeping the social media spotlight on them. That's what I get paid for, and I don't enjoy not delivering on the promises I make," she says. The Fashion Design Council of India and designers Amit Aggarwal and Ritu Kumar are just some fashion behemoths for whom she narrates visual stories.

Roy believes a common misconception is that social media jobs are glamorous and as simple as posting entertaining, witty Tweets or colourfully curated Instagram posts. "It's frustrating when friends, family and sometimes even colleagues oversimplify your role as a social media manager. Social media professionals have demanding roles that require critical, creative thinking, organisation and collaboration across teams. Those demands, coupled with the 'always on' nature of social media, make burnout a real challenge," she says. Also, being in charge of a brand's social media image online means dealing with the trolls. Roy constantly checks her clients' feeds on her phone because she's terrified a tweet will have a typo or a post will somehow offend someone. "You should have thick skin and be able to prioritise what is just noise and what feedback needs to be addressed," she says.