Mr Kira is a man of many talents. Formerly a creative director at specialist website OnlyLady, owned by American television powerhouse CBS, he's also been an editor of a Japanese music magazine, a radio DJ and an acclaimed author of fiction, on top of being a prolific writer for numerous publications. But he's best known for being one of the most-followed fashion bloggers in China, with 2.4 million fans on Sina Weibo and half a million subscribers on WeChat, where he posts the latest looks, trend-based news and his round-up of "Who Wears What".

"I have a collection of more than 200 jeans. When I was younger, I tended to collect and maintain them, but now I just can't wait to wear new jeans"

When did you start blogging and how did you end up writing about fashion?

I started writing a blog on [the now-defunct] MSN Spaces around 2006. My blog was among the first batch that had more than a million views. I officially became a fashion blogger as I transitioned from MSN to Weibo, in 2010. At that time, Chinese netizens were just exploring Weibo out of curiosity – "the Twitter of China" and the 140-word limit were a new thing.