Inside the Thread

Jocelyn Yih | The Bold Concept


Jocelyn Yih is the founder of fashion blog, The Bold Concept. He splits his time between Hong Kong and London, whilst regularly travelling to find content for his blog. We caught up with Jocelyn, in the heart of Mayfair, to find out what fashion means to him and how The Bold Concept started.

How did you get into the world of blogging?

Having developed an interest in fashion quite early on, I felt strong emotions after watching shows online and reading magazines. There wasn’t an outlet where I could express these emotions, and I wanted a platform where I could share my opinions, whether on a designer or a collection, and write in a way that allows people to feel the same way as I do.

What are the best and worst things about being a blogger and what are the biggest misconceptions about the industry?

Best: being able to see or feel collections firsthand and meet designers.

Worst: stereotyped into a ‘typical blogger’. People don’t realise enough that there are so many different types, and every blogger has their own purpose. Too often, we are assumed to be pretentious and vain. As many bloggers have stated: “blogging is a dirty word in fashion”.

Misconceptions: how fashion shows are packed with celebrities. They tend to occupy a tiny space, even at larger shows, because most of the audience are actually people in the industry, such as buyers, editors, stylists and bloggers! Also, the audience rarely get interviewed on their opinions after a show because everyone is on a very tight schedule and most usually rush on to the next venue.

What’s your ideal Friday night out?

Preferably Friday night in…but I’m always up for good sushi or burgers! I’m quite into EDM and so I’ve been out and about in Brixton and Camden more often than I thought I would for the DJs.

If you could wear one outfit for the rest of your life, what would it be?

My technicolour coat from Agi & Sam! Life’s too boring for dull colours.

What’s the most precious/sentimental thing in your wardrobe?

My Sandro black leather jacket I’m wearing today – it’s timeless and I doubt I can replace it.

What is your day-to-day schedule like?

I don’t really have a schedule as to when I blog (I wish I did, but timings don’t always work out). So, I tend to do so whenever and as often as I can.

Do you struggle taking your own photos/would you rather have someone else taking them?

Ha! I knew this was going to be a problem prior to creating The Bold Concept, but I didn’t launch my blog initially as a street style blog. If I do outfit posts, I usually organise everything ahead of the shoot. Most of the time, I either use a tripod or a human (as a tripod).

What made you move to London?

Studies. So, I’ve been here since I was 10, but I jump back and forth between London and home, which is Hong Kong.

How did you come up with the name ‘The Bold Concept’?

The Bold Concept originally started as a Tumblr to gather inspirational pictures (there wasn’t anything like Pinterest at the time) and it kept me up to date with trends. Everything begins with a concept, and I believe that there needs to be a certain boldness to survive. Boldness as to a niche, inspiration or outfit. Designers also need to be bold enough to put forward an inspiration and incorporate that into their collection. They clearly believed in something, to begin with, and are brave enough to share their world with the public eye to judge. A bold belief or inspiration, along with creativity, is the ultimate source of a powerful collection.

What’s the best piece of advice you’ve been given?

‘You have to be like water – neutral.’ – my sister.

What’s the best piece of advice you have for someone wanting to get into blogging/fashion?

As a blogger, it’s crucial to have a really key sense of direction since you’re basically the Creative Director. You have to decide what you want to do and have a really strong passion in making those things happen. If you’re not doing something forΒ yourΒ reasons, you’ll burn out and stop. We also live in this generation where everything is much more accessible; that can be both advantageous and disadvantageous. In short, try not to get lost in your own train of thoughts.

What’s your guilty pleasure?

Receiving lookbooks from stores! I do appreciate the fact that everything is online, but it’s definitely not the same as flicking through a lookbook in your hands. Again, another way to understand a collection or designer better.

How does it feel to be able to see collections and lineups no one else has seen yet?

I never take it for granted because, even though I come from the Asian fashion hub of Hong Kong, I honestly thought I was a world away from the fashion world. Being able to meet designers and see collections firsthand is such an honour. I remember seeing the Dior Homme AW15 show in Paris and was shocked by how different the materials felt (from what I thought it would have) in-store. For the audience reading magazines wherever, it will never be the same as at a collection re-see or the actual show (with the music pumping and the clothes moving right in front of you). But, technology has helped so much with live streaming. I hope The Bold Concept is able to fill this gap, connecting the audience to the clothing with my experience.

If you could be successful in another profession, what would it be?

A magician! It seems almost too easy to impress anyone with any trick. Though, my inability to learn the floating magic card trick has proven its difficulties…

Tell us the most surprising thing that people may not know about you:

I speak English in a British accent.

Why London, and what do you love about it?

The architecture and the people. There’s so much history in Central London. I went to Buckingham Palace last summer and actually went in for the first time. There’s nothing quite like it. And the food, of course! Tucking into a Sunday roast or fish and chips is always a good idea.

What’s the hardest thing for you as a blogger?

I definitely did not realise how much time goes into it prior to blogging – but, it’s all worth it, and again, depends on your content.

What differentiates you from other bloggers and blogs?

I do everything from scratch – the website, the photography (unless stated otherwise), the writing and searching for content. Primarily, I review on The Bold Concept like a fashion critic. So, I really take pleasure in seeing things firsthand, talking to designers and understanding how they created that particular collection. I don’t post as often as others, but that’s because I like to take my time to write and discuss my emotions.

What’s your favourite thing about travelling?

Taking time off from the ‘real world’ and being automatically granted the permission to disconnect from (almost) everyone. I’m a strong believer in appreciating time with yourself and doing what you enjoy when you’re travelling – whether it’s documenting, eating or sightseeing. Solo travelling is somewhat therapeutic.

If you could be anyone for the day, who would you be?

Not a particular person, but a DJ! I haven’t actually left a club thinking the music was spot-on…though, who ever has?

Favourite designer at the moment?

Dries Van Noten for Menswear – always so surprising and ever-changing. There’s a reason why people have a soft spot for the designer, though more on that later (on the blog). Raf Simons for Dior Womenswear was so eye-opening to me. It made me realise the importance of Creative Directors for brands and how they have the power to completely rebrand.

Most stressful thing about your job?

I feel like bloggers, above all, are also entrepreneurs. There’s definitely some planning required, though, and like everything, don’t overdo it. As I’m a year and a half into blogging now, the question is – ‘what’s next?’

Future plans or things you want to do?

To see as much as possible and write more!

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