“Fit check” street interviews, hip hop culture updates, casual conversations with taxi drivers: these are just some of the original content you’ll find on Nicole Law’s Instagram. Since becoming a full-time content creator two years ago, Law has already established herself as a familiar face on our feeds with her signature curly hair and thick eyeliner. She also has an unwavering sense of curiosity for everything around her. “I still have that childlike wonder for everything,” says Law. “When I step into a room, I say ‘Hey, hello!’ like I did as a kid. That pure curiosity drives me to explore. When I film ‘fit checks’, it really is just me trying to get to know people, and maybe even make a friend.” Law calls herself a “pop-culture courier”; her videos reflect the extensive effort she invests into them and an approach to content creation that she describes as “nerdy”. She doesn’t shy away from tapping into underground music or putting her two cents in about the latest trending topics. She also takes her inspiration from books and interviews, like Wu-Tang Clan leader RZA’s The Wu-Tang Manual and journalist Nardwuar’s unique interviewing style.
Law hopes to extend her positive energy and worldview beyond our screens. Her priority is authenticity, not building an online brand: “I notice some creators feel like they need to mold this image of themselves, but I want to break this stereotype. I just want to be myself, online and offline.” This commitment to sincerity has influenced how she connects with the people she meets, and even the brands she works with: “I worked with Uniqlo once before, and they usually don’t look for people with tattoos. But this time they made an exception for me, because they liked my style. That collaboration made me feel like we can start breaking down barriers and showcase more diversity.” What keeps Law motivated in the ever-changing landscape of social media is her unwavering love for fun and her pure curiosity for people. It’s what makes her energy so infectious.
Top, necklace, bracelet and shoes, all Marc Jacobs.
You recently started as a part-time teacher at the Hong Kong Design Institute. Can you share what you teach during your lessons?
I teach at the Department of Fashion Media Design. The course previously focused on editorial work, like magazine printing and styling. But as times change, more and more people get into content creating, which is why I now teach fashion vlogging. We study different content creators and the types of videos they make, such as mix and match, going to thrift stores, analysing trends and so on. I’ve filmed a lot of videos where I just speak in front of the camera, and even though I feel like the content I make is a bit nerdy, I do it because it makes me happy and it helps me get my message across. Other than fashion, I also love sharing music that isn’t popular in Hong Kong. The music in Hong Kong focuses so much on “who broke up with who”, but I would rather talk about music that I like, such as hip hop and underground music. My goal isn’t to cater to people, it’s just to make me happy.
Interaction is a big element in your videos. Why do you think interacting with people is so important?
I think first and foremost, curiosity is the most important. Whether I’m filming a “fit check” or just talking to people, my content comes from a place of genuine curiosity for things and people around me. I still have that childlike wonder for everything. When I step into a room, I say ‘Hey, hello!’ like I did as a kid. That pure curiosity makes me want to explore. When I film “fit checks”, it really is me trying to get to know people. I often become friends with the people I do them with, and we still keep in contact.
I really value interactions with people, because I want to build connections online and offline. The things I include in my interviews happen in real life, I simply record the moment and put it on the internet. I notice some creators feel like they need to mold this image of themselves, but I want to break this stereotype. I just want to be myself, online and offline. I want people to know that the Nicole they see on camera is the same as the Nicole in real life.
Why do you become friends with people you film fit checks with?
It’s not necessarily because I’m looking to be friends with them; I just want to understand them more as an individual. What they wear is already a form of self-expression. The people I approach usually have a unique way of expressing themselves, and they’re always bold in experimenting with their clothes, which intrigues me. Someone said their mum handed down her clothes from Daimaru (Hong Kong’s first Japanese department store) to them, and some of the guys [I’ve interviewed] wore women’s clothing, which I find really interesting. That urge to know more makes me think of so many questions, which gives me ideas for my content.
How do you find information on hip hop culture?
If we’re talking about hip-hop, Wu-Tang Clan is a very classic ‘90s group. I even collect their books. One of them is RZA’s The Wu-Tang Manual, which delves into their philosophy and style. So for example in the book, they mention that the size of “Wu Wear” is always 32 inches around the waist, no matter how skinny or fat you are. And you always wear Timberlands or Wallabees. I’m really interested in that sort of stuff, and I believe books are still a very important resource.
Other than that, I really like reading deep dive stories, especially interviews in magazines, like the cover stories of my favourite artists on Interview. I also really appreciate Nardwuar. His interviews are always so in-depth but entertaining; he’s able to fully embrace a unique persona whilst being a journalist at the same time. Not a lot of people were familiar with him earlier in his career, so some even mocked him and his style. But the remarkable thing is he kept going for more than a decade, proving he’s got something special going on. To have that kind of persistence is really rare.
What does content creating mean to you?
For me it’s about expressing myself, and sharing my perspectives and values about the world. What I share in my content is ultimately how I see this city and everything that goes on here. Even if I step away from content on fashion and music, you can still get a sense of how I view things across my other work. Recently, I made content about American rapper Playboi Carti. While a lot of people were discussing his girlfriend Gio and her sexuality, I did a deep dive into Gio the model. What I’m trying to get at is not their relationship, but who Gio is. Her story is what matters. So that’s how I share my values and opinions when I create content.
I also think my content has this positive energy, which is very important to me. We always see negative things on social media, and I hope people can see my content and feel my passion. I saw an old friend who works in banking, and we hadn’t seen each other in over a year. They told me they get a lot of joy from watching my videos when they’re on break, which really shocked me. Even though they might not be familiar with fashion or the topics I talk about, being able to spread my energy to other people and make them happy is all I really hope for.
What has been your greatest challenge since becoming a content creator?
Other than initially not having a stable income, the biggest challenge was my mentality around this job. About two years ago, I challenged myself to do fit checks on the street and film with strangers. But the first video I uploaded got so much criticism. Someone said the person I interviewed dressed too weirdly, and even accused me of using them for clicks. My Instagram was buzzing nonstop, but it was all negative comments. It made me worried about the interviewee’s feelings, because my intention was to show people different styles that exist in the city, not to generate such negativity.
I asked that person if they were unhappy with how the video was received, but he stood his ground and said this was their style and they didn’t care about the backlash. He even encouraged me to keep going. Afterwards I started viewing those negative comments as free speech. If I have the right to say what I want to say, then they can do the same. This whole incident made me think of Nardwuar, and how he always stayed true to himself and his purpose despite being misunderstood early on.
How do you deal with the uncertainty of social media?
I said to my students, even if you learn how to film and edit, you’ll encounter many challenges when you actually put your work out into the world. Maybe your content gets a lukewarm response, or there’s a change in the algorithm. These things can be frustrating, so I think the most important thing is learning to maintain the right attitude in order to keep creating. Once I finish one piece of content, I quickly move on to the next one without dwelling too much on how the last one performed. It’s something that I’m still learning.
What do you hope you can change in the field of content creating?
I wasn’t aiming to change anything, but what I’ve noticed is that as I continue to create, I’ve unintentionally influenced how people create content. I just want to keep making high quality content and not just follow whatever is trending right now. Even when current trends may push creators to make videos that last only a few seconds, or stereotype that female content creators must look sexy, I still hope I can show people a different side to creating content.
I worked with Uniqlo once before, and they usually don’t look for people with tattoos. But this time they made an exception for me, because they liked my style. That collaboration made me feel like we can start breaking down barriers and showcase more diversity. That not only served as validation for me , but it also has potential to change how brands approach and view content creation.
Translated by Matt Chau
Photography: Deon Wong
Styling: Cherry Mui
Makeup Artist: Vanessa Wong
Hair Stylist: Keith Wo
Makeup Artist & Hair Stylist for Nancy Kwai: Jenny Shih & Jamie Lee
Fashion Assistants: Mama Yiu, Natasha Yao & Talia Tom
Editor
Ning Sang Lawati
