Macau-born social media influencer-turned-designer Yoyo Cao at Singapore Fashion Week

Described as the woman “putting Southeast Asian style on the map” by no less than Vogue, Yoyo Cao is not only one of Singapore’s top social media influencers, but a rising fashion designer.

Chatting backstage before her new collection show at October’s Singapore Fashion Week, Cao says despite possessing no formal background in design, having her own fashion label has always been a “dream”. Now that dream has become reality.

Cao got her start in the business by launching multibrand boutique Exhibit in 2010, specialising in chic womenswear from up-and-coming Asian labels. She promoted the shop via social media, where she quickly built a large fan base on Instagram. Today, her @yoyokulala account has almost 300,000 followers. While many influencers would leverage numbers of that sort to secure copious sponsorships, Cao says her focus now is on pushing the Exhibit label. “I still do partnerships with brands as well but I’m very, very selective. I only select brands that are in line with my DNA,” she says.

She says her social media platforms and website yoykulala.com are less of a revenue stream and more of a “platform for people to communicate [on]. It’s like a community.” “I’ve got a huge following of people who want to know more about the fashion world, beauty and lifestyle,” she says.

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According to Cao, when she does choose to promote or feature something “most of the items are very organic.” “I share whatever I like. Of course, there is some collaboration with brands, but those are the brands that I buy myself. I believe in those brands. I believe in those pieces. I’m just using the platform to show peoplewe can mix and match, high and low, and go with the brands that we like,” she says.