Unlike some of her contemporaries, fashion blogger Aimee (pronounced aw-mee) Song offers no lengthy commentary on trends and fashion news.
Instead, Song, who is better known by her online moniker Song of Style, lets her OOTD (Outfit of the Day) photographs do the talking.
"I'm not a fashion expert and I've never studied fashion; all I know is what I like and don't like," says Song, who turns 27 at the end of the year.
Her visually driven blog (www.songofstyle.com), which showcases her distinct girly-grunge, California-cool style, attracts four million viewers a month.
With 1.5 million followers on Instagram, she is ahead of other top fashion bloggers, including Nicole Warne of Gary Pepper Girl (880,000); Leandra Medine of the Man Repeller (622,000) and Bryan Grey Yambao, also known as Bryanboy (505,000).
However, Italian blogger Chiara Ferragni (www.theblondesalad.com) takes the lead with 2.5 million followers on Instagram.
Song, who was here to attend an event by local beauty brand Skin Inc two weeks ago, says that she never expected such a huge following.
In real life, the Los Angeles-based Korean-American looks every bit like her photographs, with her sun-kissed skin and tousled waves.
"I think it's because I'm relatable. My dress sense is a mix of high and low. I'll invest in great handbags and shoes, but you'll also see me in clothes from Topshop and Zara," says Song, who was wearing a top from Japanese label Sacai, miniskirt from Topshop and heels from Italian label Giuseppe Zanotti.
The interior architecture graduate started her blog in 2008, while attending an arts university in San Francisco.
What was meant to be a blog on interior design morphed into a fashion blog after she received stellar feedback from readers when she uploaded a shot of an outfit she wore.