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From publications like BrownGirlMag to desi pop art from the likes of Bad Beti to lifestyle brands like Kulfi Beauty and Ranavat, South Asian Women's presence in the world of fashion and lifestyle has slowly but steadily been growing over the last decade or even longer. But when it comes to the online world, the one where our cultural conversations and perspectives are shaped, there is still a glaring lack of presence of ‘The Asian Man’.
Aaron Christian is a diasporic Malaysian - Indian - Sri Lankan fashion professional whose family was based out of Malaysia, but moved to the UK before he was born. Aaron was born and brought up in London and continue to live there. The seasoned creative saw the glaring lack of representation before any of us did. In fact, he noticed the gap almost a decade ago, and founded ‘The Asian Man’ as a small Tumblr blog. Over the years, it has become a digital page and a global community for style-conscious South Asian men, while still offering a fresh global perspective on fashion and identity.
Aaron Christian first ventured into the digital realm with his style blog Individualism. The success of this blog led him to the widely successful UK-based men’s fashion platform Mr Porter, where he headed the brand's first film department, creating compelling video content that positioned them as a leader in men’s fashion film. However, during his time there, while attending global fashion weeks, Aaron noticed an undeniable absence - South Asian men were largely invisible on the catwalks and in fashion campaigns.
"I found it odd that the amount of representation on the catwalks and within campaigns was extremely low for South Asian men," Aaron recalls. This realisation sparked a desire to change the narrative and led to the birth of The Asian Man. He initially launched it as a Tumblr blog but quickly evolved into a platform that has been committed to celebrating South Asian style for the last ten years. Today, The Asian Man is a thriving community that includes some of the most influential designers, artists, stylists, and editors in menswear.
A Vision for Representation
At its core, The Asian Man is more than just a digital page; it’s a movement aimed at reshaping how South Asian men are seen and represented in the fashion industry. "I had always, from a young age, felt that our culture had never really had its chance to shine within the fashion and lifestyle space," Aaron explained during our chat. This sentiment reflects the experiences of many South Asian men who have long felt overlooked by mainstream fashion.
The mission of the platform is clear: to change the way South Asian men are represented and to bring together a global community that can celebrate their unique style. Through a curated selection of photography, film, and digital partnerships, Aaron has created a platform that not only highlights personal styles within the South Asian community but alsoeven inspire them.
One of the most significant aspects of The Asian Man is its ability to make people feel seen. In an industry that often overlooks minority voices, the impact of a platform like The Asian Man runs deeper than just aesthetic appeal. By being part of the cultural conversation, they are fostering a sense of belonging and pride within the South Asian community. They were even part of last year’s panel discussion at the British Council regarding the South Asian contribution to fashion, which was mind boggling-ly the first of its kind, considering the contributions made by the community to the world of fashion. They are also actively featuring the work of more homegrown South Asian (diasporic or otherwise) brands that cater to the Asian Man - from Nappa Dori Trucker bags to Totemic Cutlery sets from Alighieri and everything in between.
The page’s growth has been gradual but steady. Initially gaining traction on Tumblr, it later moved to Instagram, where it has continued to build its following. Aaron admits that it’s only in the last year or so that the page has started to gain more significant attention. "We've been doing a podcast for about four years, and recently we started to see this kind of renaissance of South Asians globally, from South Asia but also in the diaspora," he notes.
This renewed interest in South Asian culture and identity has contributed to the page’s growing influence. When Aaron reached out to us, it was during July, which has been celebrated with increasing fervour each year in the UK as South Asian Heritage Month.
When talking about the slow but steady growth of his platform, Aaron shared how it’s not just about gaining followers or making the page bigger. "I really feel that it has so much value to people's lives from the DMs that we get," he says. The genuine connection with the audience is what drives Aaron to keep the platform true to its original mission: celebrating and shining a light on stylish South Asian men globally.
The challenge, however, lies in maintaining this integrity while navigating the demands of social media algorithms and the ever-changing landscape of fashion. As Aaron juggles multiple projects, including his work as a full-time director with his own production house, he remains dedicated to The Asian Man. He shared, “When I started The Asian Man, I was working full-time, and it wasn’t just any job - it was demanding. I was leading the film department at Mr Porter, and while I loved it, it took a lot out of me. I had this passion project on the side that I really wanted to give my all to, but finding that balance was tough. There were definitely moments where I questioned whether I could keep it going.” But there is power in remaining dedicated to the cause, as Aaron went on to mention,
“The growth of The Asian Man has been slow and steady, and that in itself has been a challenge. It’s hard to keep up momentum when things don’t take off as quickly as you’d like. But at the same time, I’ve found that this slower pace has allowed us to build a really strong, engaged community. The challenge now is to keep that community engaged and to continue growing in a way that doesn’t lose sight of our core values.”
Aaron Christian, Founder, The Asian Man
Looking to the future, Aaron envisions The Asian Man growing beyond just a digital page. He hopes to build a small team to help manage the day-to-day operations, allowing him to focus on larger projects that can further elevate the platform. Whether it’s through partnerships with like-minded brands, hosting talks, or creating film projects that explore South Asian craftsmanship; the possibilities are limitless.
Aaron’s work with The Asian Man is an inspired take on improving cultural representation and visibility in fashion. As the platform continues to grow, it is providing a space for South Asian men who exist outside the stereotypes and redefine what it means to be stylish in today’s world. In doing so, The Asian Man not only changes the narrative for South Asian men but also enriches the global fashion conversation with varying but vital perspectives.
Follow The Asian Man here.
