The world is finally seeing there is more to style than what Hollywood and white culture define. South Asian content creators on social media take credit for this realisation. These women celebrate their roots and shamelessly demand the space they deserve. Some of them are Haya Abid (aka Biddy), Ritu Malhotra (founder of Mother of Two), Karnika Kisnadwala (co-founder of Kaanjj), and Reva Bhatt (stylist). These women are popularaising south Asian fashion and modernising it on the go to enhance its appeal.