How Medical Student Krison Sum Became Social Media's Fashion Boyfriend
Krison Sum is the medical student-turned-accidental rising social media star, dishing out fashion GRWM-isms on your feed. Here's how he did it.
To say that fashion houses acknowledge the power of content creators is stating the obvious. Cue the likes of Emma Chamberlain, Khaby, and Yoyo Cao, all sitting front row at every fashion season. Or how fashion brands like Loewe have tapped on the talents of TikTok superstars like Aki and Koichi and Mathilda Airlines Official. Yet so often, our favourite content creators can still sometimes feel imperceptible to us viewers. Who are they? Why do they do what they do? Do they really enjoy it?
These are perhaps the same questions that Krison Sum's followers may have. With over 260,000 followers on his Instagram and TikTok combined, the 25-year-old has as much sway as he has swag.
In his first profile with a fashion title, we catch up with the creator to go beneath the veneer of his Bottega Veneta threads and talk about everything from his dual careers in fashion and medicine to his haters and his advice for up-and-coming fashion creators.
Let’s start at the beginning. When and why did you begin creating content?
I actually started two years ago, in 2022, during the tail end of the pandemic, when things weren't fully open yet. I had a lot of free time to explore my creativity.
A bit of context – I didn't grow up in a very creative environment. I was more of a sports person, playing basketball since I was a kid. Academically, I excelled in subjects like science. I didn't have anyone creative around me, so I didn't even know that there was a fashion industry to begin with.
I remember feeling very restless one particular day. I was already vlogging my travels and daily activities, so I thought, "What other forms of content do I want to create?"
Sum's first proper photoshoot occurred after he delved deeper into creating fashion content. "I remember feeling so happy and amazed at myself for attempting to model... which was something I never thought I could even remotely try," he said.
At that time, I looked up to creators like Daniel Simmons, but within Singapore, I couldn't find anyone I could relate to in terms of personal style. So, I figured I'd try filming some videos.
I still remember that day very clearly. My lecture ended around 4pm, and I rushed home and started pulling out all these clothes from my closet. I just wanted to make some transition videos on what people can wear for university classes.
I had no idea what I was doing, but I took six hours to film and edit everything. I was so awkward in front of the camera – I kept rubbing my hands together for no reason. But I'll forever remember that feeling of immense accomplishment when I first posted the videos."
What was the reaction like?
The first few comments and likes came from my friends, as my following was mostly people I knew.
Secondary school friends left laughing emojis, and ex-basketball teammates commented, "What the heck is this?" There was a lot of confusion at first. Despite it all, I reminded myself that it might not have been a great video, but I thoroughly enjoyed the process of making these videos, and that's what mattered.
Sounds like you were unfazed by the detractors.
I think I was a little bit shaken, to be honest. I mean, if it’s coming from people I don't know, I probably won’t care as much.
I think where it kind of smarts a little bit more is when close friends start poking fun at you.
Having said that, you need to have a thicker skin if you want to do this, so I've developed my own skin and confidence over the years. I enjoy the highs of the process way more than the lows of the haters. The joy of making my videos and posting content significantly outweighs the downside. So, at the end of the day, I am happy doing it.
Do you avoid the comments section then?
No, but I know some creators do as a coping mechanism. For me, I embrace it, and I've learned to laugh with them.
Plus, the negativity is a great way to start a conversation with them, and ultimately, the more naysayers leave comments, the more it helps my content because the algorithm pushes it out more.
A photo taken from Sum's first-ever overseas influencer engagement with Gentle Monster. "I remember touching down in Tokyo at 5pm and rushing down to the event, which was going to end at 7:30pm. I went into this trip feeling like I was just a small-time Singaporean creator, so just being able to be accepted and received overseas was really very encouraging for me," he says.
It’s a win-win situation for you then.
Yeah, and I don’t think they realise that their negativity helps my content perform better! [laughs]
But at the end of the day, I strongly believe that I’m not that important, so therefore, what people think of me isn’t all that important either. I’m always moving on to the next project.
Let’s talk about your style – describe it for us.
I would describe my style as 'comfy chic'. At the core of my dressing, I aim to incorporate softness and comfort into my looks – whether it's through plush fabrics, tactile surfaces, oversized fits, and so on. I dress in a way that allows me to feel presentable for any event, but never to the point of intimidating others or making them uncomfortable around me.
When people think of disarming and comfortable, items like hoodies often come to mind. Through my clothing, I hope to show that you can look put together while still being super comfortable and relaxed.
And favourite designers?
Right now, at the top of my list would be Matthieu Blazy’s work at Bottega Veneta. I love everything he’s doing at the house. I appreciate the quality workmanship, materials, and the thoughtful design behind each piece. It’s not just a logo slapped on a T-shirt. Blazy’s work also carries a playful vibe that resonates with me. It's not overly serious. Additionally, I've been following Chitose Abe’s work at Sacai and Satoshi Kondo at Issey Miyake. I admire how they create daily staples with just the right amount of coolness in their designs.
"Hands down," one of Sum's most cherished photographs to date features him wearing his favourite label, Sacai.
We also want to talk about your other life, which is in medicine. You’re currently completing your medical studies, and the world of scrubs can be quite different from the fashion industry. How do you reconcile both worlds?
Yeah, I love discussing this intersectionality. Honestly, I've tried to find a common ground between my fashion and medical careers, but I can't – and that's the beauty of it all. I find the contrast between both worlds to be fascinating.
I can be in Seoul on a paid trip by a fashion brand, indulging in the luxuries of life and wearing a $5,000 outfit, and within the next 24 hours, I could be working with patients who are battling life-threatening illnesses.
I've learned to embrace the duality in my work because humans are multi-faceted. For me, it's more about "how can I leverage each aspect to enhance the other?" So, the money I earn from fashion collaborations allows me to give back, while my medical career provides resources for me to continue pursuing fashion.
Sum in his element as a medical student
Does this mean you’re not going to quit being a doctor to pursue content creation full-time?
Yeah, I still want to practice medicine after graduation.
I’d be lying if I said I hadn’t considered leaving medicine many times. Especially in the past year, as my content began to take off, I felt uncertain about my purpose in medicine.
Thankfully, I have a great support system of mentors who encouraged me to stay the course, and I'm glad I'm still on the path of becoming a medical professional. It's something that fulfils me. I enjoy serving people in hospitals because it gives me a profound sense of purpose. Even though it's more challenging than making outfit videos, I know I'm making a positive impact on my patients' lives.
Would you then walk away from content creation entirely once you’re practising medicine full-time?
No, because I recognise that my platform gives me a voice, so I try to use it for more meaningful and positive endeavours. Actually, even in brand partnerships, if the opportunity arises, I will use it as a platform to speak about something I believe in.
Even if you’re being paid?
I had a very interesting conversation with someone from an influencer agency a while back, and we were discussing collaborations with brands. Their stance was that when a brand engages you, you have to follow the brief 100% of the time because they pay you, right? Yet my perspective is that they pay me for my voice. Yes, there will be a brand element in the content, but at the end of the day, they need to trust in my work and what I stand for.
In the early days of your fashion content creation, did you aspire to break into the inner circle of fashion?
I don’t think I had that desire much because I didn’t even know this circle existed! [laughs]
It’s not like I went into content creation thinking I wanted to be part of the 'in' group someday. I just wanted to bring value to the community in any way that I could.
The first time Sum met fashion star and content creator Yoyo Cao (left), whom he looks up to in the industry, was before he attended his first Fashion Week. Cao, a seasoned attendee, sent him voice recordings with plenty of advice and tips to navigate his way around the scene in Paris. "She did not need to do it for me. I'm always so grateful for her help and for being a part of my journey," he says.
And now that you know it exists, do you feel you’ve broken into that circle?
I'm not sure if I have. I don’t come from a big talent agency, so I’m always knocking on doors and asking brands if they’d be willing to collaborate or lend me products to shoot. The results have varied from warm ‘yeses to a bit more lukewarm replies. Perhaps it’s also a very Singaporean thing in that we’re more cautious about people we don’t know, and we’re not big on taking chances.
Interestingly, when I went to Paris for fashion week, I felt that the experience was completely different. They’re very welcoming despite your follower count, and even though it’s still the same fashion industry, there’s a feeling of openness.
But there are helpful people in the local industry too.
For sure! I’m not saying that the Singaporean fashion community isn’t helpful, and I’ve met so many people who have been really nice to me on this journey. I think it’s about a mentality change for me, rather than breaking into the circle.
It used to be me thinking “oh, I’m outside of the circle, and people won’t take me seriously”. But when I’ve interacted with industry folks, I’ve been proven wrong by how easy, helpful, and open some people here can be.
Maybe the fashion circle as an idea is more of a pseudo thing, but I’ve not yet found the answer to whether or not I’m part of the in-crowd.
Sum interned with Tim Dessaint, a popular fashion creator with over three million followers combined on all his platforms. He said, "I remember being so shocked that he was so open to having me. He really guided me in my journey, showed me the way, and truly believed in my work."
Obviously, your shopping bill is going to be higher than that of most regular Joes. Would you say that it’s easier for you to create content because you have the finances to do so?
[laughs] So let’s address that too: I didn’t grow up in a household surrounded by luxury. We’re very much middle class – my parents never bought anything luxurious. And I didn’t start off with Acne Studios either; it was usually Uniqlo or some other affordable brand in my early days.
Even now, I reinvest what I earn back into my content, but I try to do it in a way that gives me more mileage. Content creation is a business after all, so I’m often calculating if I should spend $2,000 on a Bottega Veneta piece or if I can use that amount to buy more affordable pieces from, say, Ami Paris.
Spending any amount of money – whether it’s $50 or $1,000 – still carries the same importance and weight for me as it did in 2022.
Would you say you’ve made it as a content creator?
No way! I’m so far from that milestone. [laughs]. There are times when I wake up and think, “Oh gosh, I cannot believe this is my life,” and I know I’m still new and have so much to learn.
On to the topic of Fashion Week – you attended Paris recently. What was that experience like?
The whole idea of going to Paris Fashion Week really stemmed from a friend of mine. We just thought, “Let’s treat it like a holiday and go to Paris to see if we can get into any of the shows.”
Unfortunately, she couldn’t make the trip with me, but I still went ahead. This was actually my first time in France, let alone at Fashion Week, so I didn’t know what to expect. I was just sending emails to every brand on the calendar and every PR rep in Singapore that I knew to see if I could get access to the shows. To my surprise, a lot of overseas brands were very inviting.
Sum at the Chen Peng show at Paris Fashion Week. "I had to constantly make friends and desperately ask random people around me to snap some pictures to post," he said. "As evidenced by this photo, most of them aren’t the best because I just had to use whatever those random people shot for me."
Did you enjoy it?
I loved the whole experience, as I got to see fashion in the fashion capital of the world. But it was... an experience, to say the least.
Landing in Paris and navigating the language barrier, having my baggage delayed for an hour, finding my way to my accommodation, and doing all of that while trying to create content was challenging. Not to mention constantly checking emails, asking strangers to take photos because I forgot to pack a tripod, and more. It was a steep but fun learning curve.
Going to Paris reminded me why I wanted to pursue fashion content. It showed me that anything is possible, even for a small creator in Singapore without the backing of a huge talent management agency or many connections.
Has going to Fashion Week helped with your craft?
Honestly – and this might just be a placebo effect – but I feel like PR reps and agencies take me more seriously now. I’m no longer just some random dude shooting videos in his bedroom. The industry sees creators like me as trying to make fashion content on a different level.
Was that why you were so determined to attend Fashion Week?
Partially, but there was more to it. As an ex-basketball player, going professional would mean playing in the NBA. That's how I see Paris, Milan, or New York Fashion Weeks. If I wanted to truly experience fashion, I had to go to a fashion capital and soak up the energy. It’s not glamorous because it involves a lot of rushing around, but it’s about experiencing fashion beyond your phone screen, with the sounds, the lights, and everything the designer intended.
Sum at Tokyo Fashion Week, wearing a playful suit by Moschino, which he says suits his personality.
Do you feel that social media has democratised fashion for everyone?
I think it’s made it easier for anyone to start, but not everyone can do it well. The mode has changed –from print to blogging to video content – but the core hasn't changed. You still have to be good at what you do to be effective.
That’s why I constantly expose myself to fashion past and present. When I speak to people or look at clothing, it’s important to know what’s being discussed. You can tell who loves fashion versus those in it for the freebies and clout.
What advice do you have for aspiring fashion content creators?
Keep posting, and don’t stop. Don’t let comments or people who don’t know you deter you if you love it.
It’s not glamorous most of the time – 95 per cent of it is spent alone in a room editing and shooting, and only 5% is at fashion parties. If you can accept that, then pursue fashion content creation.
Finally, figure out what kind of content you want to create. There are two broad categories: tip-based content creators and those who focus on fashion from a personal perspective, like I do. In my experience, luxury brands prefer to work with the latter.