Let’s set the record straight: Bryanboy is all about authenticity. Well, kind of. “I’m not going to lie, it’s not entirely genuine,” Bryanboy casually admits to LIFESTYLE.INQ, referring to his online persona. He says this with an air of nonchalance, matter-of-factness. We sit down with him on a Sunday, in the luxurious penthouse suite of Manila’s Raffles Hotel, where he shares his thoughts with our editorial team. While most people are taking a break on Sundays, Bryanboy’s schedule is packed with meetings, photoshoots, and events – a typical day in his life for the past 16 years or so. Originally from Manila, Bryanboy (born Bryan Grey Yambao) launched his eponymous fashion blog bryanboy.com in the early 2000s. His brutally honest and satirical commentary, once described as “hysterically camp” by the Sydney Morning Herald, quickly gained him recognition in the fashion world. He found himself jetting off to fashion capitals and attending shows by renowned designers like Marc Jacobs, Chanel, Louis Vuitton, and Gucci, to name just a few. “I believe that when we post on social media, use filters, and edit our pictures, we are creating a character based on how we want to be perceived. So for me, this is my way of creating an online persona,” Yambao explains. Even before the term “influencer” existed, Yambao embodied every aspect of it. Unlike the exclusivity that dominated the high fashion world, his musings injected a refreshing lightness into the polarizing industry. Phrases like “Hedi is so late to the program, I can’t even” or “I highly doubt those costumes made by animal rights group people were made from biodegradable fabrics” were unprecedented at the time. Taking Over TikTok “If I could say something to my younger self at the beginning of my journey, I would probably say: Everything will be fine, and you will go places. At the start of my career, I had a lot of self-doubt. Where should I go? What should I do? Is this something long-term? Can I transition from blogging to social media successfully? Little did I know that it would take me to places,” Yambao reflects. Content creation is all about adaptability, and Yambao’s career is a testament to his strategic and tenacious approach. “Back when we had blogs, we used to write in long-form. We would take numerous pictures, edit them, and then post. It was a slow process. Nowadays, everything is fast-paced. The platforms are different, but the idea of creating content and storytelling remains the same,” he says. “It’s funny how I now apply what I learned from blogging, which was exaggeration, to the content I create today. I exaggerate my stories. I create drama to captivate the audience. It’s all about seeking attention, just in a different way.” When the pandemic hit and people were grappling with how to navigate the “new normal,” Yambao saw it as an opportunity to pivot his business in a new direction. “Before the pandemic, I was constantly traveling. But then, everything got canceled for the first six months. I had time to stay at home, enjoy it, and adapt to different platforms. I discovered TikTok and Facebook – short-form video platforms. I had to reevaluate how I conducted my influencer business and accept that taking a picture and posting it is no longer the norm,” Yambao explains. By October 2020, he had already amassed over a million followers on TikTok and a following of over 700,000 on Facebook. Among his AB (After-Blogging) audience, Yambao is predominantly known for his “ninang” TikTok persona. “Ninang” translates to “godmother” in Filipino and embodies the image of a rich, presumably childless woman who spends her money on travel and shopping. He also created a fictional TikTok series called “Today was the worst,” portraying a parody of a day in his life. “I love the idea that I can create a character and a persona using social media. It’s a form of self-expression for me. It’s not entirely who I am, but a character I’ve created. It’s still storytelling, just on a different platform,” Yambao explains. “Obviously, there are more players in the field now. You have to grab people’s attention within seconds, or they’ll simply swipe away. It’s tougher and more challenging, but I find it fun.” Perfect Magazine When asked about his role models in the fashion industry, Yambao immediately mentions his mentor and CEO, Katie Grand, the founder of Perfect Magazine. A legendary British editor with over two decades of experience, he describes her as one of his “biggest cheerleaders” and an “inspirational woman.” “Katie and I started the magazine about three years ago, and she appointed me as International Editorial Director. I assist her with editing the magazine and working with advertisers,” Yambao reveals. Perfect Magazine, launched in 2020, is a biannual print and digital publication. Prior to Perfect, Grand was the editor-in-chief of LOVE magazine, another biannual publication under Condé Nast. She is also a highly regarded fashion stylist and editor who has contributed to globally renowned publications like Harper’s Bazaar, Vogue Paris, Vogue Japan, and Interview Magazine. “Katie really trusted my vision. Editing a magazine involves many layers, but it’s mostly a creative process. Commissioning stories, determining the magazine’s direction for each issue – we always come up with various creative concepts to fit into the overall theme. However, the real hard work lies in finding photographers, talent, and working with casting. It’s a highly political job,” Yambao shares. Bryanboy Beyond the Screen Yambao combines his blogging and social media knowledge with his current experiences as an editor, creating a dynamic blend of perspectives.
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