Eva Chen may have stepped down from Lucky earlier this spring in order to spend more time with her family, but everyone who follows the former editor-in-chief on social media knows that she can’t sit still for long. We had a feeling that big things were in store for Chen, and we were right. This morning, she broke the news on Instagram that she had just accepted a job at — surprise! — Instagram as the head of fashion partnerships. Of course, it's the perfect gig for her.
Chen boasts a whopping 391K followers on the app, which is more than any other fashion editor. She's also created her own, oft-copied hashtag in #EvaChenPose, and scoped out the most selfie-worthy walls. And she's proved that when done right, product placement can feel authentic (she painstakingly tags companies in almost every photo). But, perhaps most impressive, Chen has managed to craft an online brand that's personal, down-to-earth, and well-curated — striking a fine balance of keeping fans clued into her awesome life, yet avoiding all the TMI.
There's no word yet on exactly what kinds of responsibilities her new gig will entail, but her skills certainly align with Instagram's shopping goals. Considering the app's recent ad integration and its slow steps toward e-commerce, don't be surprised if you see more and more Eva Chen-approved brands on your newsfeed soon. Congrats, Eva!