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What Fashion Can Learn From the First Generation of Asian Bloggers

Bryanboy, Susie Lau, and more Asian creators were at the forefront of the blogging boom of the late 2000s, paving the way for today's influencer culture.

It’s been over a decade since the blogosphere infiltrated high fashion and transformed the way we consume and communicate through our clothes. In 2009, influential bloggers Bryan Grey Yambao (better known by his online moniker Bryanboy) and Tommy Ton (of former Jak & Jil street style photography fame) found themselves front row at Milan Fashion Week, flanking prominent fashion editors, sitting with laptops propped in front of them, ready to review the collections in real time. Their mere presence caused headlines: “Bloggers Crash Fashion’s Front Row” the New York Times declared, “Style Bloggers Take Center Stage” the Financial Times announced.

They signaled not only a new era of fashion media, but a new face of the industry—one that was relatable to many, had a personal voice, and represented the Asian community. Among the first generation of major bloggers, Bryanboy, Ton, Rumi Neely (of Fashion Toast), Susie Lau (AKA Susie Bubble), Tina Chen Craig (of Bag Snob), and Aimee Song (creator of Song of Style) became key content creators that laid the groundwork for the influencer culture prevalent today. Coming from various places around the world, these bloggers reached across cultures and borders. Bryanboy began his blog from his parents’ home in Manila, Philippines in 2004; Lau is British-born and Hong Kongese; and Song is Korean-American. In an industry that still has a lot of work to do in terms of the inclusion of BIPOC and other underrepresented communities, the largely self-made success of these Asian creators has helped fashion become a more culturally-aware space.

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