SJ Singh — Content Creator
New Delhi · Paris
Fashion criticism with cultural depth
The difference
Most accounts engage their existing audience. His content moves strangers.
The numbers — 22 April to 21 May 2025
The work
Two formats. One mission.
On Instagram, viral video essays that turn collections into cultural conversations — deep research, cinematic execution, built for the algorithm and the intellect. On Substack, long-form criticism that positions collections where they belong: at the top of the cultural and creative hierarchy.
The writing — nine essays on Substack
Plates — drag
The industry took notice
The films — video essays on Instagram
May 2025 · 1:47
Framed menswear as a cultural statement and sparked a global conversation on masculinity in red-carpet dressing. Featured Grace Wales Bonner, Maison Margiela, Burberry.
December 2025 · 2:14
Connected Dior’s collection to AI culture, Substack, identity signalling and modern consumer psychology — turning a runway show into a wider cultural argument.
The audience — US · UK · India · France
A global audience of fashion-forward thinkers.
