In this episode of Style DNA I go on a style journey with one of the original YouTubers Jim Chapman. It’s hard to believe that that was only 15 years ago and yet it feels, to me at least, like half a life time ago. I am showing my age now, but when I was Gen Z age the internet didn’t even exist and we were consuming our news the old fashioned way…via a printed newspaper or on television, now online is the primary source of news information. So it is not surprising that characters like Jim Chapman achieved such a massive following so quickly…it was a moment in time and by his own admission it happened by accident. But as one of the original ‘content creators’ he has also carved out a role as a high-profile brand ambassador, presenter and writer. He has amassed an audience of over 7.5 million people across social media, has written for various publications, including British GQ, and is a published author.

Jim graduated in psychology but wanted a creative outlet, so he turned to creating content and posting it on YouTube, inspired by his sisters the makeup artists PixiWoo who had started to post makeup tutorials. In terms of building a following it was a unique moment in history, it was new and exciting with very few people doing it and followers were  truly organic. By the time Instagram was launched he was ready to pounce on it. Over the years his audience has not only grown, but grown up with him.

With a psychology degree under his belt of course we talk about how we message through clothes. He grew up in Norfolk and his stylish mum ran a second hand clothes shop … he always had an opinion on what she wore but he also talks about how he has blanked out his abusive father’s style (unsurprisingly).

We talk about the next chapter in the world of Social Media …there are so many issues with it. He has concerns about the fact that the platforms are drawing us all in to get that tiny hit of dopamine as we scroll but as he says, that hit is net negative as you are not doing anything that is constructive, which actually makes people less happy. He is hopeful that there will ultimately be legislation around usage and the need to register your identity so that no-one can post anonymously…idealistic perhaps, but well-meaning for sure.

I am always fascinated by how men approach clothes versus women…

I hope you enjoy this episode. Thank you@jimchapman for being such a great guest.