Story | Connie Li Photography | Courtesy of Cher Bai
These days, it seems like everyone is trying to become an influencer. Eight of 10 people are live streaming, curating content and hoping to make it big as the next viral product-pushing social media star.
But Cher Bai—better known on Instagram as @chermycloset—has always stood out from the crowd. Since launching her fashion account in 2014, she’s spent the last 11 years cultivating not just a following, but a voice. Her posts cover everything from personal style and beauty tips to lifestyle moments and luxury inspiration. More than an influencer, she sees herself as a content creator and style authority.
“I don’t just showcase products. I share values, aesthetics, and a lifestyle,” Cher explains. “To me, that’s what it means to be a creator.”
A Tale of Two Homes
Cher’s life is rooted in both China and Canada. Born in China and educated at the University of Toronto, she’s now based in Toronto with her husband and young daughter. Her path to fashion wasn’t exactly linear: she once worked at a law firm after graduation, but style had always been in her blood—thanks to the influence of her mother’s fashion sense.
“In 2014, right after graduating, I started casually posting outfits and travel shots on Instagram. Back then, social media was just beginning to explode, and I was lucky to catch the wave early,” she recalls. “Slowly, I built a loyal audience.”
As brands began shifting marketing dollars toward influencers, Cher leaned in and took the leap—committing full-time to her account and focusing on luxury fashion and beauty. Invitations to fashion weeks, brand partnerships and campaigns followed.
Riding the Wave of Change
With over a decade in the business and hundreds of thousands of followers, Cher knows well that social media is a high-risk, high-reward career. Platforms evolve fast, and creators come and go. So why did she risk a stable job to dive headfirst into one of the most competitive industries?
“I love new challenges,” she says. “In fashion and social media, things move fast. If you’re not evolving, you’re falling behind, I treat every shift as a fresh starting point. I’m always learning, observing trends and trying new formats.”
Cher believes a successful creator needs three key traits:
Authenticity—“People can tell if you genuinely love what you’re recommending.”
Independent Aesthetic— “Your style is what makes you memorable.”
Consistent output—“Sustained, high-quality content is the foundation of a lasting career.”
And yet, staying relevant isn’t easy. In the postpandemic world, short videos have become the norm, and attention spans are shorter than ever. “It’s not just about looking good anymore,” she notes. “Your content has to be quick, distinctive and tell a story.”To meet the moment, Cher pivoted to creating high-quality short-form videos, guided by a clear approach: passion + sensitivity + speed. She stays on top of fashion, lifestyle and tech news, keeps an eye on algorithm updates and draws creative inspiration from daily life.
Making Fashion Personal
In an oversaturated world of fashion content, Cher stands apart by telling stories—real ones. “Everyone’s posting outfits, but the difference lies in how you share them,” she says. “I mix real-life moments, personal reflections and styling logic. Each post is like a mini fashion diary.”
Every look and product recommendation you see on @chermycloset is chosen, styled and tested personally by Cher. She plans her posts days in advance— mapping out themes, moods, backdrops and even timing for peak engagement (typically between 9 and 10 a.m.). “It’s a whole production,” she laughs.
After posting, she pays close attention to feedback. “I read every message, every comment. I won’t change my aesthetic just because of a few remarks, but I’ll note what my audience is interested in and adjust future content accordingly.”
Cher’s core philosophy? fashion is not about chasing trends—it’s about dressing as the person you want to become. She encourages women to find confidence not through perfection, but through authenticity. “You don’t need to be flawless. Just be real and understand your own style. That’s where elegance begins.”
Her own signature look leans toward simplicity and classic sophistication— think creamy neutrals, soft black and grey, and warm caramel tones. That consistency has made her a go-to collaborator for luxury brands like Chanel, Hermès, Fendi, and Dior.
In recent years, she’s co-created a makeup gift set with MAC Cosmetics, starred in Sephora’s lunar new Year campaign, fronted a Guerlain Rouge g digital ad, graced the cover of Fashion Magazine and appeared in China’s Marie Claire.
A Moment to Remember
Among the many milestones in her career, one moment stands out: attending the Chanel Spring/Summer show in 2018 at the grand Palais in Paris.
“The runway had been transformed into a beach, it was breathtaking,” Cher recalls. “Seeing karl lagerfeld and virginie viard take their final bow together is something I’ll never forget. I didn’t know it would be the last time I’d see karl in person. That show wasn’t just a job—it was a dream come true.” It also cemented her belief that fashion isn’t just glamour—it’s serious work. “
Before every fashion week, I plan every outfit and story in advance: what I’ll wear, where I’ll shoot, what emotion I want to convey. Every detail matters, because these moments are more than appearances—they’re conversations with the brands I represent.”
Stronger Together: From Instagram Boyfriend to Husband and Wife
While her journey hasn’t always been easy, Cher has never once considered giving up. Her secret? A rock-solid support system. from her parents’ encouragement early on, to her husband’s behind-the-scenes help today, her family has been her greatest source of strength. Even her seven-year-old daughter occasionally joins her content—like in a Mother’s day video that melted hearts online.
“My husband is my partner in every sense,” she says, “He’s my cameraman and my creative collaborator. we’ve found a rhythm and we inspire each other.”
Now, as her audience and ambitions grow, Cher is expanding beyond social platforms. She’s shifting focus toward building a new media company and developing a skincare line, both designed to reflect her own values and vision.
“This is how I’m responding to uncertainty,” she says. “I don’t want to rely solely on algorithms. I want to create content and products that can withstand trends and build real influence.”
Cher’s advice to aspiring creators? “Passion is the starting point, but persistence is everything. There will be times when no one’s watching, no one’s liking,but keep going. Stay true to yourself, keep improving and the right opportunities will come.”
After 11 years of growth, pivots and purpose, Cher’s message is clear: when you stay committed to becoming your best self, the world will start to notice.
