Sino Celeb: Ye Si (aka Gogoboi)

By Cassandra Gu, July 10, 2018

0 0

Sino Celeb is a monthly feature where we introduce a Chinese celebrity to our readers.

Ye Si began his career as an English teacher before moving into the fashion industry, working as a junior fashion editor at Grazia China. In 2010, he began posting his own personal commentary on celebrities’ outfits on his Weibo account, under the handle ‘Gogoboi.’ Known for his snarky and raw critiques, Ye garnered online attention and earned a steady growth of followers. His witty commentary provides a provocative look at the curated images of those in the limelight, challenging their qualifications as rightful spokespeople of high fashion.

Though some dismiss Ye’s opinionated critiques as a rather distasteful means to seek public attention, it didn’t stop him from cultivating a cult following. With over 75 million followers on Weibo and more than 100,000 views per article on average on WeChat, Ye is now one of the most influential fashion bloggers in China.

gogoboi-1.jpg

In 2016, Ye set up his own channel on Youku, China’s YouTube-like platform, where he interviews international celebrities such as Karlie Kloss, Cate Blanchett and Tim Burton, alongside presenting his own shows.

In 2017, Ye launched his WeChat boutique, called Bu Da Jing Xuan, which sells a curated selection of luxury goods. Today, Ye has partnerships with luxury brands such as Louis Vuitton, Cartier, Gucci and Dior, as well as high-street brands like Uniqlo and H&M. 

Representing a new kind of player in China’s luxury fashion world in the digital age, Ye has evolved from a mere social media personality to a fashion brand with commercial value.

Kind of like: American fashion critic Cathy Horyn
Famous for: snarky critiques on celebrity styles
See him on: almost every Chinese social media platform

For more Sino Celeb, click here.

[Images via Ye Si/Instagram]

more news

5 Fast Facts About Taiwan Actor Eddie Peng Yu-yen

The popular movie star is a box office guarantee.

Sino Celeb: Yu Haoming

One of China's hottest TV celebs.

Sino Celeb: Liu Ye

While domestically famous, he has also starred alongside Oscar winner Meryl Streep in 2007's 'Dark Matter.'

Sino Celeb: Jane Zhang

Since her debut, Zhang has blasted onto the world stage, performing live on the Oprah Winfrey Show and singing onstage with John Legend.

Sino Celeb: Huang Xuan

Fans love him for the consistent trait he brings to every character: a deep-hidden sense of aggrieved suffering combined with a warrior's heart.

20 Famous People Born in the Year of the Rat

Quick-witted, alert, resourceful, thrifty and – according to some – narrow-minded, Rats make great accountants, directors, editors, artists and entrepreneurs.

5 Fast Facts About Chinese Movie Maven Gong Li

The multi-award-winning actress is the queen of ’90s mainland film.

Live Beijing Music Founder Will Griffith is Bidding Beijing Adieu

Will Griffith has been at the forefront of documenting the weird and wonderful underground music scenes in Beijing for the better part of the past decade.

0 User Comments

In Case You Missed It…

We're on WeChat!

Scan our QR Code at right or follow us at Thats_Shanghai for events, guides, giveaways and much more!

7 Days in Shanghai With thatsmags.com

Weekly updates to your email inbox every Wednesday

Subscribe

Download previous issues

Never miss an issue of That's Shanghai!

Visit the archives

Get the App. Your essential China city companion.