Fashion bloggers the world over like to think themselves arbiters of style, but those in China actually are. Because fashion blogging and the luxury market in China developed simultaneously, style icons and bloggers are able to dictate which brands make it and which ones don’t. Meet the bloggers and key opinion leaders (KOLs) in China’s fashion scene below.
At over 7 million Weibo followers, Thomas Ye (aka Gogoboi) has more followers than many of China’s top celebrities, but he is an unlikely icon. While many fashion bloggers promote their own style, Ye made a name for himself by critiquing the style of Chinese and international celebrities, publishing fashion news, and describing interesting products to his followers. He is a bitingly funny critic, calling one actress a “seaweed wrapped rice ball on the red carpet.” Prior to becoming a celebrity in his own right, Ye was the fashion editor for Grazia China, where he developed his entertaining voice.
Tao Liang goes by the name of Mr. Bags to his nearly 3 million Weibo followers, and the name describes him well. Before Weibo, Tao was just a guy who really loved bags. He started his account out of a personal interest, and now the 24 year old Columbia student regularly gets invited to fashion shows all around the world. This Valentine’s Day, Tao teamed up with Givenchy to create a pink leather bag, which he made available exclusively to his followers on social media platform WeChat. All 80 pieces of the collection sold out in 12 minutes.
Becky Li may be the fourth most popular fashion blogger on Weibo, but she is more well known on her public WeChat account Becky’s Fantasy. A relative newcomer to the fashion industry, Li previously worked in media as a political and film reporter at Nanfang Daily. Her WeChat platform, to which she posts her personal style, was named “The Most Influential Public WeChat Account in 2015” by Chinese media.
Find Becky Li on Instagram.
Han Huo Huo
Most people know Han Huo Huo from his Weibo, but the 30 year old fashion icon has a pedigree to his name. A former fashion editor at Marie Claire China, Han was spotted in 2009 by fashion blog The Sartorialist at a show in Milan. The Sartorialist’s photo of Han spread like wildfire throughout China, with people divided on his bad boy sense of style. Han has since built his internet following to millions, authored a style book, hosted TV shows, penned columns in fashion magazines, and even become a personal stylist to some of China’s biggest celebrities.
Pomegranate Granny Report, or 石榴婆报告 in Chinese, is an insanely popular website, Weibo, and WeChat fashion blog run by an anonymous woman. In 2015, the blog received a RMB60 million ($8.7 million) investment from an unnamed company, making the woman behind the accounts one of the most successful fashion bloggers in the world. She is a styling expert who pairs products from different brands to inform her readers on the way they should dress.
Before founding her own WeChat fashion magazine called LEAF in 2015, Leaf Greener learned the sartorial arts at Raffles International School of Design in Beijing. After graduation, she was quickly snatched up as the senior fashion editor for Self Magazine and worked her way to ELLE and Vogue China. Her own style has been featured in international publications New York magazine, Vogue Japan, ELLE US, Vogue Australia, New York Times, and the Daily Telegraph, and she has collaborated with brands from Lane Crawford to H&M.
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