Scroll through any street style images of Fashion Week, and it'd be hard to miss a petite Asian girl in a colourful patterned jacket (or three). Her name is Susie Lau, creator of one of the original hit blogs, Susie Bubble. We caught up with the London-based creative to talk about how blogging has changed since she started in 2006, and whether her little girl will follow suit.

How do you feel the nature of blogging has changed since you first began?

The game has changed fundamentally. When I started, it was “bedroom blogging"--just people doing it as a geeky hobby, and it felt almost old fashioned. And then it became a business, about bloggers engaging with brands, particularly in fashion, and brands wanting to use bloggers as alternative forms of media. 

Today, bloggers are not just bloggers—they’re influencers and KOLs and their platforms reach across all social platforms. We’ve never had more choice of forms of fashion inspiration and it’s become a lot more diversified. 

What are some cons of this trend, in your opinion?

I get very wary of clickbait and I think you’re seeing a lot of pushback from other content creators as well as audiences who are actually very discerning. Creatives need to have conviction in the work they produce and have a healthy balance and self-edit when it comes to working with brands, because if it’s good and authentic content, you will get engagement whether it’s an ad or not. 

My pet peeve are Instagram girls who kind of look the same and you can’t tell one from another in a line-up because they all wear the same brands. It comes down to the democracy of fashion now, as it’s so easy to look cool just by putting on Vetement or Balenciaga boots. Fashion has never been more available to us but I think there’s a slight shame in that too.

Who are some fellow bloggers you look up to or that you think are really changing the blogging game?

They happen to be my friends—Bryan Boy, Tina Leung, my friend Shini Park who’s a content creator in London, Emily Weiss who runs Into the Gloss and Leandra Medine because they have such authentic, genuine voices and aesthetics while still being able to work with brands and style others and be art directors or ambassadors. You always recognise their content and I really respect that even if it’s not my personal aesthetic I love that they stay true to theirs.

You are admired for your maximalist style—is there a print or anything you’d never wear? Or perhaps a trend you’ll never try?

I’ve never really worn a suit, like a Caroline Issa two-piece. I’ve never done a corporate, grey suit that I can think of and I don’t think I could pull it off. I’d have to wear it with really amazing shoes or something. It’s just not the first thing I’d gravitate towards.

Do you think your baby girl will love fashion like you?

To be honest, I have no idea. If she decides she wants to be a footballer I’m going to go with it. She might end up hating all my clothes and I’d be totally fine with it.

See also: 5 Minutes With Margaret Zhang At Fashion Asia

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