While reading Asians Wear Clothes on the Internet by Minh-Ha T. Pham, I thought a lot about beauty and fashion on Youtube. One Youtuber that I have been following since ninth grade is clothesencounters (Jenn Im). When Im first started out on Youtube, she focused mainly on thrifted clothing and alternative fashion. As her channel grew, her style morphed into a jumble of opposing qualities. Like Song, a super-blogger that Pham mentions, Im’s “style of dress and embodiment accommodates: it offers something for everyone while offending no one.”  She presents clothing that can be chic, girly, edgy, boho, while keeping the styles moderate in order to not alienate viewers. Although Youtube is a different platform than blogging, the concepts of the aftertaste and partial passing translate over from super-bloggers to beauty/fashion gurus.
From Im’s Instagram.
Im’s “jumble of opposing qualities,” in which she wears
various styles of clothing that fit different tastes.
Similar to super-bloggers, Im’s “taste practices are value-producing activities that generate a significant…amount of cultural, social, and sometimes financial capital for the blogger and for various entities in the fashion industry.”  With her styling videos, she attracts not only viewers but also companies seeking to use her influence as a Youtuber to expand their brand. Im receives financial capital with one sponsored video or an Instagram post advertising a certain item from a company. She also gets invited to events hosted by brands such as SK-II and collaborates with brands like Colourpop. How has Im grown so popular over the past six years? We can better understand Im’s influence and the role she plays on Youtube by using concepts posed by Pham such as partial passing and the aftertaste.
In her videos, Im models clothing for different occasions such as “Back to School High School Outfits” or “Sweater Weather Lookbook,” and gives advice on what clothing pieces would look good in what contexts. By doing so, she demonstrates “her knowledge of and facility with popular fashion language as well as her conformity to normative presentations of identity,”  all of which is constructed through partial passing. As Pham explains, partial passing “does not involve fully claiming a white identity but rather “selectively ‘escaping’ the attributes of their Other identity.””  As a Korean American, Im is considered ‘foreign’ compared to her white counterparts on Youtube and other social media platforms, but she presents herself in a way so that her racial difference does not disrupt the post-racial fantasy of late capitalism. In other words, Im markets herself as exotic but not too exotic to the point where she will leave a racial aftertaste.
For example, in “OOTD: Hsi Lai Temple,” Im poses in front of a Buddhist temple in a faux fur coat, pleather skirt, and a leopard print bag. These pieces stand out because these pieces are not usually associated with the schema of a Buddhist temple. She brings Westernized influences into an Eastern space, suggesting a post-racial reality in which the “Other” serves as the backdrop while images of the “West” are in the forefront. The concept of partial passing is further communicated in this video through short snippets of cultural artifacts, bringing in some aspects of the exotic while maintaining a safe distance from the “Other,” through longer, focused shots on her outfits.
Im, a beauty/fashion guru on Youtube is similar to Song, an Asian super-blogger, because she practices partial passing in a similar way, which allows her to leave no racial aftertaste, helping her gain support from viewers and companies seeking to use her as a marketing tool. With these similarities between super-bloggers and beauty/fashion Youtubers, how do their racial identities as Asians influence the way in which they take up space and interact with the dominant fashion industry as opposed to other racial groups?
 Minh-Hà T. Phạm, Asians Wear Clothes on the Internet: Race, Gender, and the Work of Personal Style Blogging (Durham: Duke University Press Books, 2015), 96.
 Minh-Hà T. Phạm, Asians Wear Clothes on the Internet: Race, Gender, and the Work of Personal Style Blogging (Durham: Duke University Press Books, 2015), 5.
 Minh-Hà T. Phạm, Asians Wear Clothes on the Internet: Race, Gender, and the Work of Personal Style Blogging (Durham: Duke University Press Books, 2015), 95.
 Minh-Hà T. Phạm, Asians Wear Clothes on the Internet: Race, Gender, and the Work of Personal Style Blogging (Durham: Duke University Press Books, 2015), 94.