Follow the Leader

Wanna be on top? You might want to take notes from OG style blogger Aimee Song aka Song of Style, who has a killer fashion sense and is THE girl boss when it comes to the business of selling your personal brand.

- Sophie Hong

If we told you 10 years ago that one day, posting photos of what you’re wearing on a day-to-day basis on the Internet is a legit career, you would have scoffed at the sheer ridiculousness of it. But yet here we are, with big name brands willing to drop four to five-figure sums for a sponsored Instagram post from top tier influencers who are, irrefutably, celebrities in their own right.

Case in point: Aimee Song – also known to her followers as Song of Style – who recently inked a deal with cosmetics brand Laura Mercier, making her the first-ever influencer to be named a brand ambassador for the company. Although the figures were never revealed, it’s widely-rumoured to be one of the biggest deals ever done between a brand and a blogger (we hear it amounts to more than $500,000).

What’s even more surprising, is it seems like Aimee herself can’t believe her own success, either. “Yesterday, I was on the panel of the Galboss Symposium with these two other really inspiring women. When I was listening to them talk, I found myself thinking, ‘Wow these women are so amazing’ and I can’t believe I’m doing this conference with them as a peer,” she confesses to CLEO over the phone, the morning after the conclusion of the Galboss Asia 2016 Symposium at Grand Hyatt Singapore.