Saffron Sharpe: “People follow you for who you are, not just for what you have”

Saffron Sharpe would like to spend less time on social media.

As an influencer who has a substantial following (210K on Instagram, and 82.5K on Tiktok at the time of writing), she’s acutely aware of the irony, especially as her career revolves around being constantly online.

Her desire to reduce her screen time stems from being more aware of its impact on her mental health. “When I use my phone less, I am less stressed,” she explains. Despite her best intentions, the lure of doom- scrolling is a tough habit to break. “I really want to use my phone less, but I can’t. I’m addicted to scrolling,” she admits sheepishly. “I’d like to think it’s for work and that I’m getting inspiration, but to be honest, I really love to just scroll through my FYP (For You Page on Tiktok) and I get sucked into it for hours.”

Saffron’s foray into social media started 11 years ago, when she joined The New Paper’s New Face competition in 2013. Before that, she had modelled on the side for commercials, but the competition was a new experience for her. She shares: “It was my first time participating in this sort of competition, so it was a new experience. I realised I couldn’t be a fashion model because I’d get very nervous, and there were height requirements (her height is 163cm).”

The turning point in Saffron’s career came around 2016, after she graduated from junior college. She wasn’t sure what she wanted to study at university and, feeling a little lost and uncertain about her future, decided to take a gap year for a stint at a local production house as a social media content intern. “I was editing videos for influencers there, and it was then that I realised I enjoyed editing. My direct boss, a really nice Australian woman, encouraged me to give it a shot myself,” she recalls.

Inspired by the likes of filmmaker and vlogger Casey Neistat, Saffron began creating and editing vlogs on Youtube, posting travel, fitness and beauty related content, as well as personal vlogs. She doesn’t remember the first video that she made, but she remembers the euphoria it gave her. “It didn’t feel tiring because I was learning new things online. Youtube was a more open platform for me, where I just shared my daily life through vlogs.”

This passion for content creation led her to pursue a degree in Media and Communications at Goldsmiths, University of London in 2018, after a one-year stint at Singapore Management University (SMU) where she studied business. “Actually, I wanted to study law, and applied for law school at SMU, but I got rejected,” she shares with a laugh.

She credits her time in London as what really piqued her interest in creating fashion content. “Before I moved to London, my Instagram aesthetic was less curated and way more messy,” she explains. “Being in London allowed me to observe and adopt a more sophisticated aesthetic. It also exposed me to different European styles, especially when I could travel to other European capitals, such as Paris, and observe how they dress.”

This period of growth not only refined her aesthetic, but also bolstered her confidence and skills in photography. “I admired influencers like Josefine (@josefinehj on Instagram), who is known for her Scandinavian style, and I liked the curated nature of her feed. These curated feeds and fashion sense inspired me, and London gave me the space and motivation to explore and improve. I also dedicated myself to improving my photography skills, which further enhanced my confidence and abilities,” she shares.

As her style evolved, she began attracting opportunities to collaborate with top fashion houses such as Celine and Versace. Her defined aesthetic and growing confidence also led to invitations to exclusive fashion events and dinners hosted by labels like Saint Laurent and Coperni. Saffron was also one of the few local influencers who attended Fashion Weeks in Paris and Milan, at the invitation of brands like Loro Piana and Onitsuka Tiger.

Being an open book

While Saffron enjoys posting fashion content, other topics she frequently discusses include relationships and dating. She says: “I often think back to why my followers follow me, and it’s because of my relatability. I don’t mind sharing my dating stories candidly, because I believe in normalising the ups and downs of romance. I want to show others that not everything is perfect, and it’s about empowering others through my personal stories.”

Previously, after a public break-up, she had declared in another interview that she would never share her relationships online again. Yet, just a week before our interview, she – as Gen Zs would say – “hard-launched” her current boyfriend on Instagram.

Saffron’s eyes widen when I bring this topic up, and she gives a sheepish smile. So, why did she backtrack on her decision? She laughs, a little embarrassed, before saying simply: “It makes my boyfriend happy that I post about him. I also wanted to celebrate my relationship.”

Talking about relationships comes naturally for Saffron. Besides romantic relationships, she also often talks about friendships and family dynamics as well. She has shared online that she comes from a single family, and was brought up by her mum, whom she shares a close relationship with.

Having experienced her parents’ divorce and being estranged from her father, she openly addresses being a child of divorce on her podcast “Big Sis”, with online media platform Zula.

“I used to fear ending up alone like my mum, which led me to jump in and out of relationships,” she shared candidly in one episode. “I struggled with anxiety, self-doubt, and toxic thoughts.” In another episode titled “How Do I Tell My Mum To Stop Commenting On My Appearance?” with Iman Fandi, she discussed fights with her mother, moving out, bonding over Korean shows, and the financial dynamics between parents and children.

Her “big sis” persona and her willingness to share personal experiences, especially about relationships, deeply resonate with her followers. This openness encourages them to share their own stories with her – she receives numerous messages, predominantly from girls, seeking relationship advice.

While amused at being seen as a relationship guru, she values the trust her followers place in her advice, underscoring the genuine connections she has fostered over the years.

Redefining what it means to be an influencer

The term “influencer” can be loaded with mixed connotations, but Saffron embraces it with a mature perspective. She says. “Influencer, content creator, KOL – they all mean the same thing, don’t they? I see it as just a job title now,” she reflects.

When asked to describe herself, she ponders for a moment before answering: “I’d say that I’m personable, comical, and sensitive.” She adds that her sense of humour comes from her mother, who is an advertising executive, and “has a drier sense of humour than me”.

What makes her unique among other influencers? “I do fashion, but I also have a really strong and funny personality. These two things come together seamlessly on my profiles,” she says. “Sometimes, when people do humour, it comes across as cringe. Not to gas myself up, but I don’t think I’m cringe. If I am, it comes from an authentic place. I’m not trying to be something I’m not.”

But how does one balance being their authentic self and speaking the truth in an era of cancel culture? She takes a moment to think about it. “When I was younger, I definitely tended to overshare on many different topics,” she says slowly.

“As I got older and gained more experience in this field, I’ve learnt to curate what I say, especially after knowing how people can be vicious with their comments.”

It’s less about filtering the truth and more about choosing the topics she discusses. She steers away from subjects like politics, as she doesn’t want to share information she isn’t fully confident about. Instead, she speaks freely about topics she is comfortable and knowledgeable about, such as fashion and relationships.

“It’s okay to speak freely – I guess everybody has their own opinions – as long as you don’t put people down or say anything that is morally against [basic human dignity and respect]. But if it’s against my own principles, I wouldn’t talk about it,” she shares.

Past incidents have served as lessons. In 2016, she drew flak for a Youtube video in collaboration with a Toggle web series, Double Trouble. Netizens criticised her for “mean-spirited” remarks she made about the dress sense of passers-by in Orchard Road. She apologised afterwards and the video was taken down.

There was also the time on podcast Real Talk, which she co-hosted alongside Internet personalities Jade Rasif, Johnathan Chua and Dew, where a comment about a sexual act with an ex-boyfriend went viral when she mentioned a specific detail that unexpectedly captured significant attention online.

“It’s kind of irritating because it’s been so long, and I think people should just let that comment go, but it also placed me on the map,” she says. “Working on that podcast had its pros and cons. It made me more than just a pretty face, and brought me a lot of female followers, but it also made some men view me as a sexual object. Still, it is what it is, and I cannot change my past – which is why I now try to be more careful about posting anything sexual.”

Despite her best efforts, the trolls are relentless in their abuse. In one Tiktok video where she discussed men staring at her cleavage while wearing a workout top, the comments section was inundated with negative and misogynistic remarks from male viewers. Comments ranged from critiques about her choice of attire (“Why show cleavage? For people to see. But see too long cannot, then don’t show”, “Don’t you wanna get looked at by wearing that outfit?”) to misogynistic statements (“Rather show them to the whole world on Tiktok but complain when someone stares in person”).

“Talking about things like that – calling out such behaviour, for example – triggers some men, and leads to more negative comments, but I still believe in standing up for what’s right and addressing problematic behaviours, such as when men stare at women inappropriately. It’s important to stay true to my values.”

“People think my job is easy, but it’s difficult in ways. When you start out, you’re young and it’s fine, but as you get older, you have to constantly reinvent yourself,” she says. “It’s something influencers [who have been in the industry for a while] struggle with. I’ve changed a lot, but through it all, I’ve maintained a strong image of myself.”

Bigger plans on the horizon

Saffron holds no illusions that life as an influencer will last forever. She’s been thinking about what she’s going to do beyond that, which is why she’s starting her own branding and marketing agency Saffyscape.

The agency is described as one that helps to “craft an online persona for brands, producing and overseeing content, as well as offering personalised coaching that enables companies to harness the power of virality in today’s content-driven landscape”.

She explains: “With the power of social media, things have changed so much. Even though KOLs are important and it’s my job, I think that these days, with Tiktok and Instagram Reels, it’s so easy for businesses to create their own voice instead of always relying on external parties to create a buzz. I want to educate my clients to become their own KOLs and have their own digital voice.”

She’s open that starting the agency is also a means of self-preservation. “I wanted a second stream of income because being an influencer has high and low months. I hate waiting for a job; I’m a go-getter,” she says.

At Saffyscape, Saffron plans to be very hands-on, working closely with her team to bring her vision to life. “I’ll be very involved across multiple roles,” she says, sharing that the company would start with a small team for now. “My boyfriend will be handling the corporate aspects, and my long-time photographer will help with creative direction. I oversee ideation and brief creation – areas where I excel. Execution-wise, I entrust my photographer to actualise my vision. We all wear multiple hats.”

Currently, Saffyscape is working with luxury hotel groups such as Como. “I want to work with luxury hotels because I feel there’s a big gap in the market. Many hotels have a disconnect between their digital market and their traditional market. In contrast, new hotels in places like Bali or Bangkok use a lot of social media to generate revenue. I want to create that bridge because it’s important to have a digital presence now.”

While her entrepreneurial ventures underscore her ambition, Saffron remains grounded in the now. “I haven’t yet planned a five-to-10-year vision. I just want to help others and get paid for it,” she shares with a laugh. “As long as I’m providing a skill and solving a problem in the market, I’m content.”

Beyond entrepreneurship, Saffron enjoys public speaking, and has participated in panel discussions on leveraging social media effectively, with diverse organisations such as tech education platform General Assembly and insurance companies.

“It’s fun to share my insider knowledge. That’s also why I thought of starting Saffyscape. Many lack a comprehensive understanding of social media, particularly from a corporate perspective.”

Right now, wellness is at the top of her mind – she shares that she has also been going to therapy. “I used to prioritise work over everything, putting it ahead of my own well-being. This year, I’ve learnt to rebalance that dynamic.”

She’s starting out with small steps, and it’s something as simple as not taking photos when she’s out with friends. “I try to avoid constantly taking photos and turning things into work. As a practice in the industry, many influencers would actually arrange dates to socialise to capture content and take photos. But, for me, that starts to feel like work. So, when I’m with my close, long-time friends, I prefer not to focus on taking photos. I’d rather just hang out and enjoy their company.”

As she looks back on the decade, Saffron embraces her growth. “I’m much more self-assured now. Growing up, I was concerned with other people’s opinions and being the best. Now, I’m okay with being a regular, chill person,” she reflects.

“I aim to do purposeful work and make an impact, even if the impact is as small as giving relationship advice to someone, for example. It sounds pretentious, but I believe everything we do and say has an impact. People follow you for who you are, your personality, and relatability, not just for what you have or the lifestyle you show.”

PHOTOGRAPHY SHAWN PAUL TAN
CREATIVE DIRECTION & STYLING LENA KAMARUDIN
ART DIRECTION RAY TICSAY
HAIR JUNZ LOKE, USING GOLDWELL
MAKEUP LASALLE LEE, USING YSL BEAUTE
PHOTOGRAPHY ASSISTANT CHAY WEI KANG
STYLING ASSISTANTS SAW YONE YONE & CHLOE LOH
LOCATION THE SINGAPORE EDITION