Meet Asmita Puri | Lifestyle Content Creator

We had the good fortune of connecting with Asmita Puri and we’ve shared our conversation below.

Hi Asmita, why did you pursue a creative career?
I’ve always had a love for fashion, storytelling, and sharing the little moments that make up everyday life. Even as a kid, I was the one curating outfits and documenting everything around me. I’ve always been a creative person, but growing up, I didn’t see a clear path where creativity could lead to a “real” job. Like many, I thought being artistic was something you did on the side, not something that could actually support you.

Looking back, one of the first moments I really leaned into content creation was in high school. I convinced my dad to buy me a GoPro so I could vlog a family trip to Florida. I had no clue what I was doing, but I was obsessed with capturing memories and editing little videos. That trip sparked something in me and I started making travel videos just for fun, and over time, it evolved into me sharing more of my life, from outfits to travel, to moments with my family.

When I started posting on social media more regularly, it was just an outlet, a place to be creative and connect. But then I began to realize that there was a whole world of opportunity here, that this “fun” thing could actually become a career. I found a rhythm, an audience, and a purpose in the content I was sharing.

A huge part of why I continue to show up online is because of something incredibly personal. In 2020, I lost my younger sister Lilly to a drug overdose. She had been battling addiction, bipolar disorder, and depression for years. That loss changed my world and pushed me to speak more openly about mental health and the realities of grief. I want to use my platform to help reduce stigma and remind people they’re not alone. Social media has become a form of therapy in many ways, it’s where I process, connect, and heal.

The community I’ve built means everything to me. It’s filled with people who show up not just for the fashion or aesthetics, but for the real-life moments, too. And I’m constantly in awe of how this space allows me to combine all the things I care about, style, creativity, vulnerability, and advocacy into something that feels meaningful every single day.

Alright, so let’s move onto what keeps you busy professionally?
My creative journey really began in a moment of personal reset. I dropped out of university in 2018 to take a gap year because I was feeling lost, not just in school, but in life. When I returned to school in October 2019 at 21, I was incredibly self-conscious about my age, about being “behind,” and about starting over. Around that time, my younger sister Lilly had just survived her second overdose in August 2019. Leaving home again, knowing she was struggling with addiction and mental illness, was one of the hardest things I’ve ever done. I was rebuilding everything from the ground up both personally and creatively.

Starting content creation was, in many ways, a form of escape. I didn’t set out to build a brand or a career, I just needed a space where I could express myself, be creative, and find a sense of control in a time where everything felt uncertain. I began sharing my outfits, daily routines, and small pieces of my life, and slowly that evolved into something bigger.

What sets me apart is the way I merge style, storytelling, and vulnerability. My content isn’t just about clothes or curated aesthetics, it’s about connection. I talk about grief, mental health, culture, identity, and the messy, beautiful in-between moments that shape us. I’ve always believed that there’s power in showing up as you are, and I think that’s what’s resonated with my audience.

It definitely hasn’t been easy. There were moments of doubt, burnout, and feeling like I didn’t belong. Being vulnerable online, especially about losing my sister Lilly in 2020, came with a lot of emotional weight. But it also gave me purpose. Sharing her story has helped others feel less alone, and in turn, it’s helped me heal. I’m incredibly proud of the little community I’ve built. It’s a space where people can feel seen, inspired, and supported.

Professionally, I’ve been so grateful to work with brands I used to dream about: L’Oréal, Fossil, SKIMS, Rebecca Minkoff, and so many more. Each collaboration is a reminder that this path I carved out for myself, one that didn’t follow a traditional route but is valid, valuable, and growing. It’s surreal to call this my career.

The biggest lesson I’ve learned is that starting over isn’t failure, it’s courage. And there’s no expiration date on pursuing what sets your soul on fire. I want the world to know that behind every photo or video I share is a deeper story, one of resilience, grief, joy, and growth. My brand is a reflection of my real life. And if my journey can make even one person feel more confident in starting theirs, then that’s all I could ever hope for.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting NYC, I’d curate the perfect week that blends all the classic New York moments with my personal favorites, equal parts iconic, aesthetic, and delicious.

We’d kick things off with my ideal NYC day: breakfast at Bubby’s in Tribeca (their pancakes and biscuits are unmatched), followed by a walk to SoHo for some shopping and people-watching. Think Chanel, Miu Miu, and my favorite store Aritzia, maybe a pop into a gallery or two. For lunch, we’d grab a table at Sartiano’s. The cacio e pepe and the energy of that room are so New York. And for dinner, Sushi at Bond St. Always chic, always hits.

We’d dedicate a day to the classics too and walk around Central Park to take it all in. Maybe rent a bike to go all around. And of course… Carbone. No NYC trip is complete without a spicy rigatoni moment. It’s iconic for a reason. If we can score a table, we’re celebrating.

We’d definitely spend time at The Met, walk the steps like Gossip Girl extras, and head up to the rooftop for that insane view. At night, I’d want to show them all the vibes—hidden speakeasies, cute wine bars in the West Village, and rooftop drinks in Williamsburg. If it’s the right season, we’d catch a Yankees or Knicks game, or even a show on Broadway. No matter what, there’d be a daily stop at Joe & The Juice, my not-so-guilty obsession.

NYC has this unmatched energy where you can feel both completely anonymous and entirely connected at the same time. The mix of history, hustle, and creativity is something I never get tired of. I’d want my best friend to leave feeling like they lived every version of New York, from the touristy must-dos to the local gems.

Who else deserves some credit and recognition?
Without a doubt, my biggest shoutout goes to my family. My mom, dad, and my two younger sisters, Naina and Simmi. They’ve been my biggest supporters from the very beginning. Even when a creative career felt uncertain or unconventional, especially coming from a South Asian background where more traditional paths are often expected, they never once asked me to change course. They encouraged me to follow my heart and have always believed in what I’m building.

I’m especially grateful to them for how they’ve stood behind me in sharing my sister Lilly’s story. In so many families, especially in our culture, there’s a fear of what people will think. But my family has never shied away from the truth. They’ve supported me in honoring Lilly’s life and being open about her battles with addiction, bipolar disorder, and depression. Their strength and openness have allowed me to use my platform to help others feel seen, and that means everything to me.

I also have to shout out my fiancé, Moiz. He’s been by my side for years and has seen every version of this journey, from the late-night edits to the content shoot chaos to the moments of doubt and celebration. He’s always been steady, supportive, and the first to remind me of why I started. Whether he’s behind the camera, brainstorming ideas, or just hyping me up when I need it most, I couldn’t ask for a better partner.

Whether it’s helping me film content, entertaining my crazy ideas, or just cheering me on, my family and Moiz are all in, all the time. Their love, encouragement, and genuine excitement for what I do are a huge part of why I’m here today, and I’m endlessly thankful for them.

Instagram: https://www.instagram.com/asmitapuri/

Other: TikTok: https://www.tiktok.com/@asmita.puri

Image Credits
@mishmediaplus