The fashion influencer duo Aha Lolo is the next creative to be highlighted as part of the Jing Daily community of individuals shaping China’s booming fashion industry. This section profiles industry leaders who contribute nationally and globally. fashionCommunities, from influencers and creatives to business executives and entrepreneurs.
Chinese based in London fashionAha Lolo is an influencer duo that has amassed a combined social following in excess of 2.8million since its debut during the COVID-19 outbreak. Aha Lolo is not like other influencers who post stylish looks or impressive shopping hauls to gain fame. The rapid growth of Aha Lolo is mainly due to its video runway reviews on YouTube and Weibo as well as the Gen-Z favorite Bilibili.
Aha, a jewelry design graduate from Lolo and Central Saint Martins, founded Aha. fashionDirector, the nameake channel was inspired digital runways, which saw a surge in popularity since the pandemic. In response to this trend the two insiders began to share their reactions to presentations and shows, as well as the history behind these brands, in a series called disruptive videos.
Their list has included renowned houses like Dior, Yves Saint Laurent and Balenciaga as well as niche Chinese brands like Maison Margiela or Jil Sander. Their videos challenge traditional stigmas by showing them how to dress casually, use funny memes and follow engaging scripts. fashion criticism — often uses obscure or flowery rhetoric — published on established fashionOutlets
Aha Lolo’s gossipy discussions have also elevated the accessibility of the veteran house legacies that shaped today’s fashionscene. Jing Daily spoke to the two influencers about what they think. fashionCriticism in the digital age, and their role in connecting luxury homes and audiences.
Why is video so attractive compared to other media
Videos can be loaded with more information than other media, such as written articles or audio programs. This is a great advantage given our expertise and interests in fashionThe history. Our image and content have been curated to be accessible and enjoyable from the beginning. Video is a great way to engage the public.
This field is highly competitive, especially on Bilibili. How did you find your niche? fashionKOLs who also make video content
First of all, our videos are not comparable with typical Bilibili uploaders or video-makers who aggressively apply site-specific language to their content. Our videos are lighter than traditional. fashion criticism. I’m not saying that old-fashioned commentary shouldn’t be used. However, their accuracy and critical analysis can be useful in academic research. However, from the perspective of public communication in today’s social arena, they are not adaptive enough.
Our channel is more of a program that focuses on introducing new products. fashionWe need to be able to communicate complex or technical statements from designers and houses to our audience in a way that is both accessible to outsiders as well as insiders.
How do you find your inspiration?
Our channel is 100 per cent follower-centric. This is because our channel is identified by “we-media”(democratized media), where traffic and revenue are the lifeblood. And as we’ve mentioned, popularizing fashionOur goal is to include cultural references in collections. We choose what we think audiences are interested in. fashionYou need to be informed.
Are you concerned about brand relations, considering that you often make negative criticisms?
But not really. Fashion critics need to be objective and fair. Without this, criticism cannot be labeled. We have always tried our best to be critical and reasonable as much as we can when making comments and arguments — whether they are positive or negative.
How does your typical follower appear? Do you notice any differences in the appearance of your Youtube and Bilibili subscribers.
Our followers are Gen-Z luxury customers and potential customers who are passionate about the topic. fashion. Geography-wise, Chinese followers primarily reside in Beijing, the Yangtze Delta. [Shanghai, Jiangsu, and the Zhejiang Province], and The Pearl River Delta [Guangdong Province].
However, it all depends on the platforms. Bilibili users are, for instance, mainly students who are more like “reserve forces”or immature buyers for luxury homes, while our Little Red Book users and Youtube users have a greater buying power. Apart from that, we haven’t seen any other distinction between subscribers on Youtube and Bilibili.
During the pandemic, virtual experiences have risen in popularity. How has the digital revolution shaped the world? fashionLandscape?
We’ve mentioned that digital runways are a huge opportunity for both brands and influencers like us. But physical fashion shows won’t get permanently canceled as they are not only presentations but involve behind-the-scenes conversations between industry insiders and showrooms.
Digital communication strategies will be consistently important to luxury houses moving forward, especially in China’s market. These tools allow brands reach different audiences through livestreaming, short videos and medium-length videos.
Do you have any plans for the future? Have you ever thought of tapping into the trend of short videos going viral on social media?
We will be focusing on deeper investigations that reveal the inside story of the fashionindustrie, but are still trying to figure out which forms we should adopt.
Speaking of the length of the videos, we don’t think short videos are more advantageous than long videos. Although short videos can drive traffic for a short time, their stickiness to their followers is not as strong. People will always be willing to spend the time to watch longer, more detailed videos. We don’t want to sacrifice our commitment to quality to attract more attention and cater to certain reading preferences. If you’d like to have fast food, you can. You can also learn more by visiting our channel.
Finally, out of all the major names with which you have collaborated, which was your favourite?
We love the brand legacy, culture, and imagery of Chanel, Balenciaga and Louis Vuitton. We would not partner with brands that we cannot relate to or don’t share our values.