Worama “Mamo” Umpairat is not your average fashion blogger who just plainly snaps street style and posts it online. Combining her love for fashion and talent for drawing, this petite full-time marketer mimics everyday looks through kawaii illustrations on www.mamomomomo.com (fb.com/mamomomomo, Twitter and Instagram @mamolism). Picked by Digital Lifestyle magazine as one of the top 10 Thai fashion/beauty bloggers of last year, Mamo has been selected as a Samsung Social Caster to capture the fun moments and fashion buzz of the ongoing 2014 Incheon Asian Games in Korea through www.samsung.com/th/asiangames and hashtag #samsungasiangames.
WHEN DID YOU START YOUR BLOG?
About five years ago when I was studying at the Faculty of Communication Arts at Chulalongkorn University.
I love fashion and like to observe individual style on the street. I’m not so good at taking photos, so I started to capture the styles that I like by drawing. I have loved to draw since I was little. I record my personal diary and interests through my cartoon-style illustrations. I also learned more theoretically about art with ML Chiratorn Chirapravati who inspired me a lot.
HOW DID THE BLOG BECOME SO WIDELY KNOWN?
I wrote about fashion history on Exteen [a local blog host] in a friendly, easy-to-understand way. I got hundreds of comments and the entries were shared a lot. It has become a small online community. But now I write more on Facebook and share photos and illustrations on Instagram.
HOW ABOUT YOUR LOVE FOR FASHION?
Everyone has to dress. There have always been reasons behind what one chooses to wear – historically and culturally, from the past to the present. I find that fascinating. In this digital age with the internet we can explore street style from every corner of the world just in the palm of our hand. I love to watch and observe people and how they put what they wear together. It’s fun. This is my first look at Korea. In addition to the Asian Games, I will cover their street fashion, of course.
WHAT’S YOUR PERSONAL STYLE LIKE?
It’s hard to define. It depends on the occasion, but basically I like wearing something casual and focusing on practicality. It’s simple and minimal.
ANY TIPS ON HOW TO BE A SUCCESSFUL BLOGGER?
I don’t actually force myself to keep my blog going. It’s naturally about having a story to tell and sharing it right at that moment. Passion is my main drive.
WHAT’S YOUR #1 FAVE BLOG?
Park & Cube [www.parkandcube.com]. It’s run by Shini Park, a London-based Korean graphic designer. She’s well-dressed and very cool.
