Interviewing Atiqa Dar feels less like work and more like catching up with an old friend—albeit one who has become a defining voice for her generation. At just 26, Atiqa embodies the ethos of Gen Z: Ambitious yet grounded, opinionated yet thoughtful, and always ready to challenge conventions with her trademark humour and candour. Over coffee, she reflects on her unexpected journey to becoming one of Singapore’s most recognisable digital creators. “I never set out to be an influencer,” she says with a laugh. “My first video was me reacting to bizarre DMs during ‘Circuit Breaker’. It was silly. I didn’t think it’d turn into this.”
This being a burgeoning career that has taken her to New York Fashion Week and collaborations with major global brands like Levi’s, which took her on her first press trip to San Francisco in 2023 to celebrate the brand’s 150th anniversary. “Levi’s was one of the first brands to truly believe in me, and that trip was unforgettable,” she says. Fittingly, for this shoot, she is styled in Levi’s—a full-circle moment that underscores her growing influence and relationship with the brand.
Atiqa’s career has grown from a spontaneous start to a well-defined path. Born and raised in Singapore, her life is steeped in fragments of tradition but never fully immersed in cultural orthodoxy. “I grew up eating Indian food without knowing the actual names of the dishes,” she shares, recounting a viral Instagram Story in October where her confusion over samosas and pakoras sparked both amusement and critique.
The undercurrent of that video is a recurring theme in Atiqa’s life: The tension between cultural pride and modern individualism. “There’s this unspoken expectation that you need to ‘perform’ your cultural duty to prove you’re connected to it,” she says. “But why can’t I just exist as I am? I’m Indian because I’m Indian—it’s not a costume I have to put on.” Her sentiment resonates deeply with a generation caught between two worlds: One in which they’re proud of their heritage while determined not to be confined by it in the other.
LOOKING BACK
Her success comes from a blend of relatability and aspiration, which was evident when she attended New York Fashion Week last September. While there, she posted a viral video set to “BBA” by Megan Thee Stallion and Paris Hilton. Hilton reposted her video on TikTok. “I honestly couldn’t believe it,” Atiqa says, still in awe of the moment. “It was so surreal, but it also felt like validation for everything I was doing.”
Atiqa’s ability to balance unfiltered authenticity with aspirational content has made her a role model to many, but it hasn’t been without challenges. The conversation naturally turns to that incident—a now-deleted TikTok video where Atiqa remarked that Indian people don’t look good when they don’t dress up, adding that she felt the same about herself. Her candid take on societal expectations, though tempered with humour, went viral for the wrong reasons. “People called me out for internalised racism,” she recalls. “But my intent wasn’t to demean anyone. I was sharing how I feel minorities are held to higher standards, especially when it comes to appearance.”
While the backlash was swift, it wasn’t the whole story. “What people don’t always see is the support,” she says. “My close friends and followers—especially those from similar backgrounds—understood what I was trying to say. They told me not to let the negativity overshadow my message.”
This blend of criticism and encouragement has shaped her approach to controversial topics. She now performs a “sense check” with her manager prior to posting anything that could potentially be misconstrued. “I’ve learned that not everyone will agree with you, but if I can’t speak honestly about my experiences, then who can?”
LOOKING AHEAD
Atiqa’s audience (215,000 on TikTok and 128,000 on Instagram) has stayed fiercely loyal, and she credits them for her success. “Some of my followers have been with me since my yoghurt bowl days,” she says, referencing the breakfast-making videos she shared as an undergraduate at Nanyang Technological University. “It’s incredibly touching to see how they celebrate my wins.” Looking ahead, she hopes her work will inspire others to follow in her footsteps. “Representation matters,” she says firmly.
As the interview winds down, Atiqa reflects on her journey. “Content becomes easy when you’re not faking it,” she says. “Have fun with it and never lose your sense of self.” With that, she sets the tone for a new era of content creators, one where authenticity and representation go hand in hand.
Photographed by JOEL LOW
Styled by SHARON TULASIDAS
Hairstylist JIMMY YAP/Kimistry using Goldwell
Make-up Artist WEE MING using NARS Cosmetics
Photographer’s Assistant EDDIE TEO
Stylist’s Assistant JOSEPHINE ANG