With a robust following of over 500k on RED (Xiaohongshu), one of China’s premier platforms for young users, and more than 80k on Instagram, Angelene undeniably stands out as a leading content creator in the spheres of fashion and lifestyle within the Chinese landscape.
Despite venturing into diverse professional fields post-graduation, her background, shaped by experiences in Shanghai, the U.S., and work in New York, has kindled her passion for urban culture and diverse fashion styles, ultimately propelling her into the fashion industry. Her distinct personal style, self-described as “Urban-driven, Powerful, and Fun.” leaves a lasting impression, and she is eager to explore her reflections on life, not only within the context of fashion but also beyond its realms.
Continuously exploring new dimensions beyond her role as a content creator, Angelene shares her future plans and imparts specific insights for those aspiring to pursue a career in the fashion industry in this edition of ASIAN VOICE.
What initially inspired you to share your fashion insights and tips with your audience? As you navigated your career path, was there a particular turning point that motivated you to broaden the reach of your thoughts to a larger audience?
Angelene: Growing up in Shanghai, I’ve been consistently intrigued by the diverse styles around me. Wearing clothes has been my way of expressing myself, even during high school in the small town of Madison, Wisconsin. Though not known for fancy fashion, I always stood out by dressing outside the usual rules, a reflection of my quest to find my place in the world.
Transitioning from a teenage girl to college, I attended Northwestern in the Chicago area. Despite being close to a metropolitan city, the majority at Northwestern didn’t prioritize fashion, opting for sweatshirts and leggings. In my sophomore year, I began blogging on Lookbook.nu, a platform reminiscent of early fashion blogs. Despite being a journalism student, I contributed to school publications specializing in fashion, marking my amateur yet essential starting point.
Post-graduation, I worked in the advertising industry in New York, far from the fashion realm. Yet, being in the city inspired me as I immersed myself in a community that boldly expressed themselves through fashion. This fueled my desire to work in the fashion industry, leading me back to Northwestern for grad school. Afterward, I joined Farfetch as a personal stylist, gaining extensive professional knowledge on designers, trends, and a systematic approach to fashion.
In late 2019, I returned to Shanghai, still with Farfetch, now working on the marketing side. In 2020, amidst the shift to remote work due to COVID-19, I explored content creation. Over the past three years, my content has ranged from the fashion industry to general professional advice and day-to-day styling tips.
While it may seem like a relatively short time, these three years represent the official period where I’ve shared about fashion as a job. However, I believe every fashion enthusiast has a pre-professional phase. During my college years, lacking fashion classes, I engaged with platforms like BOF and Go Runway, offering spontaneous and perhaps immature fashion commentaries on the latest Paris Fashion Week runway shows. Looking back, those moments marked the initiation of sharing my fashion and styling insights.
How would you describe your personal fashion styles in three words and why?
Angelene: Urban-driven, Powerful, and Fun.
I feel that my fashion styles have unquestionably evolved. I hesitate to use the word “changed”; it’s more like they’ve been elevated and shifted over time. Reflecting on what I wore during my college years up until now, the primary descriptor would be “Urban-driven.”
I use this term because I’ve always believed that fashion and style should be contextual concepts, deeply intertwined with our everyday lives. Growing up as a city girl, not only in big cities but also feeling more attuned and inspired in metropolitan areas like New York, Paris, Shanghai, and Tokyo, has significantly influenced my style. In such places, my fashion sense instantly feels elevated. Many of my clothing choices are tailored towards females living in big cities, striking a balance between professional, fun, sexy, and edgy.
The second term that characterizes my style is “powerful.” I hesitate to label it as unisex or asexual, as I genuinely appreciate feminine, body-hugging, and boldly sexy styles. Over the years, as I’ve grown more acquainted with myself and my body, I’ve discovered that these curve-hugging clothes suit me better. Growing older has made me more comfortable expressing myself in this way. To me, dressing powerfully isn’t about emulating a man’s style. Instead, it involves accentuated designs, such as strong shoulders, double-breasted jackets, or incorporating clean, crisp outlines into feminine dresses. Dressing powerfully is about unapologetically expressing your body, and this term has become a key element of my style in recent years.
The third term that encapsulates my style is “fun.” While it may seem like a simple word, I find it challenging to achieve in practice. Dressing can become routine, and we often become attached to a specific style. However, I’ve always loved fashion because, to me, it should be inherently creative. This creative aspect is my favorite part of being in the industry, especially when I have the opportunity to travel, attend fashion weeks, and meet diverse content creators, new designers, and showroom owners. “Fun” remains the core element as I aim to incorporate a bit of everyone’s style and weave it into my own. It’s a creative process, not fixed on one particular thing.
What are some of the most exciting trends and developments you’re currently seeing in the China fashion market that you’d like to share with our readers?
Angelene: In terms of creativity and the fashion industry, China was once primarily viewed as one of the biggest consumption markets—either as consumers or producers. However, I take great pride in witnessing an increasing surge of creative forces in the market. Major designer brands are now treating the Chinese market as an integral part of the creative community, rather than solely the largest consumption source.
This shift is also evident in the way people dress in China. Walking the streets of Shanghai, I’ve encountered a plethora of inspiring looks marked by originality, rather than mere imitations of Western styles. Another noteworthy trend is the rise of the secondhand market. Vintage shopping has experienced exponential growth, whether through local shops sourcing items domestically or Chinese shops tapping into international markets.
What I particularly appreciate about vintage fashion in China is the creativity it demands when assembling outfits. The pieces tell a story about the wearer and reveal the thought process behind their choices. As a content creator, I’ve observed an increasing number of Chinese content creators able to travel internationally and attend fashion weeks. I am eager to see how we can translate local trends and cater to local consumers, bridging the gap between China’s unique social media landscape and the global market.
China occupies an interesting position, utilizing a different social media system than the rest of the world. This inherently creates a knowledge gap for Western brands trying to understand our activities in this market. I am excited about our role as content creators in bridging this gap and bringing something distinctive from the local scene to the global market. The future holds exciting possibilities.
Drawing from extensive experience collaborating with numerous fashion brands, could you please highlight a few Asian fashion brands or designers that have left a lasting impression on you?
Angelene: I have the privilege of being good friends with a couple of Chinese fashion designers, and witnessing their hard work and resilience during the challenging years of COVID-19 has been truly remarkable.
One fashion brand, led by a dear friend of mine, that I would like to highlight is Private Policy. Founded in New York, they showcase at New York Fashion Week every season. Private Policy is a gender-fluid, urban, and youth culture-oriented fashion brand. What sets them apart is their youthful approach, which goes beyond simply dressing young for one’s age. They are among the first Chinese brands to genuinely create pieces inspired by youth culture. Each season, they dedicate their collection to a specific charity organization, attaching a meaningful cause to their themes. For example, their latest collection revolves around reef protection and the ocean ecosystem, while the previous one focused on wildlife protection. It’s refreshing to see young designers creating their own youth culture, breaking away from the traditional exclusivity associated with white designers in big American cities. I feel a strong resonance with this friend and look forward to seeing their future endeavors.
And Korean brands, in general, are thriving, and as a fellow Asian, I take pride in their success. The Korean entertainment ecosystem is also flourishing, with entertainers making waves in the fashion industry. There’s undoubtedly a lot of exciting developments in the Asian fashion community.
Are there any other roles you’d like to pursue in your career and Could you share some insights into your future aspirations and plans?
Angelene: As mentioned earlier, my foray into the world of influencing was rather spontaneous and unplanned. However, I’ve always felt an intrinsic need to explore beyond content creation and social media.
Currently, I’ve embarked on a new venture – a food and beverage company with two partners. Even in the realm of food and beverage, fashion remains an undertone beneath it all. Our vision is to establish the “supreme” of food and beverage. This extends not only to the taste but also to visuals and branding, ensuring a distinctive and chic presentation. For me, fashion will always be an integral part of whatever I choose to pursue. Currently, I find myself balancing content creation with the development of this new brand. We’re in the process of setting up our e-commerce store, and our offline store, or as we call it, the showroom, has already launched in Shanghai.
I’m also looking forward to return to my fashion journalism roots in the future. While influencing involves building upon one’s own intellectual property, working as an editor or interviewer would allow me to use my experience and skills to shed more light on the fashion industry in a different and fulfilling way. I believe it would be a truly enjoyable experience.
Do you have any advice for our readers who are seeking to find a way to start their career in the fashion industry just like you?
Angelene: In the past, you go from either in training at a brand or a magazine to make your way up. But the world has been changing so fast in the past 10 years. Now finding a job in fashion industry is so different.
Mt first advice would be to define what exactly you want to do in the industry. Because many people often express hesitations or uncertainties about the concept of the fashion industry, thinking it’s merely about styling or attending shows, I suggest taking a moment to reflect before entering the field. Ask yourself about your core specialties and consider how they align with the diverse roles within the fashion industry. Are you drawn to merchandising, sales, the creative aspect, or perhaps the technological side, which is increasingly crucial in today’s fashion landscape? This self-reflection will help you define and specify your interests.
In the current landscape, it’s more crucial than ever to showcase your talent and past work. This can be accomplished more easily today, compared to seven years ago, through social media or an online portfolio. Having a robust display of your skills and achievements will contribute significantly to your professional journey.
Ensure that each project you work on is meticulously recorded and traceable, as even with limited experience, having a portfolio that speaks for itself is highly recognizable in the industry. My final piece of advice is to stay open-minded and committed to continuous learning. The fashion industry is evolving rapidly, with new designers emerging and various mechanisms for merchandising and selling constantly evolving. While you may be focused on a specific job segment at the moment, it’s invaluable to maintain a thorough and comprehensive understanding of the industry as a whole.
Stay informed by following informative accounts on platforms like Instagram, where you can find a plethora of content providing insights into global happenings, such as Fashion.com. Keeping up with industry trends and developments ensures that when the time comes to innovate or make significant contributions, you will be fully prepared.
And, most importantly, have fun. If you ever feel burnt out by the fashion world, taking a break and returning with a fresh perspective can be rejuvenating. Sometimes, we forget the importance of stepping back and reevaluating our priorities.
For me, fashion will always be an integral part of whatever I choose to pursue.
Text by Yiyao Zhang
