No name drops, just hashtags and collabs. Famous people behind the velvet rope at an exclusive party or a fashion show today aren’t just editors, actors or socialites, but also someone who commands their own digital community. 

Take a look at the front row (frow) seatings at the Lakmé Fashion Week (LFW) — which marked its 25th anniversary in Mumbai this March — as well as the Vivienne Westwood show that took place here last month. The frow today includes Bollywood and OTT stars, and digital creators, in addition to the usual mix of editors, buyers and clients. Even at the extravagant Ambani wedding, the biggest actors and politicians were rubbing shoulders with digitally famous faces from India and the world, right from fashion influencer Komal Pandey to creator-couple, Young Emperors. So how did the party pages evolve from exclusive parties for select circles to fodder for doom scrolling on our phones?'