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Deconstructing Digital Glamour: A Case Study of the Ritu Rai Show’s Influence on Fashion and Style Content

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In the saturated ecosystem of digital fashion influencers, the "Ritu Rai Show" has emerged as a distinctive voice within the Indian lifestyle and beauty sector. This paper analyzes the content strategy, aesthetic framework, and audience engagement mechanisms employed by the Ritu Rai Show. Moving beyond traditional haul videos and tutorial formats, Ritu Rai’s content synthesizes high-end aspiration with pragmatic styling advice for the South Asian consumer. Through a qualitative analysis of her video library (2020-2024), this study identifies three core pillars: accessible luxury, body positivity within cultural contexts, and narrative-driven fashion storytelling. The findings suggest that the show’s success lies not merely in showcasing garments but in constructing a relatable aspirational identity that bridges the gap between global runway trends and local, everyday functionality. Deconstructing Digital Glamour: A Case Study of the