From Content creator to fashion mogul, Mai Pham reveals her roots

Dress, Jason Wu

19 year-old lifestyle content creator Mai Pham connects with her supporters on a deep personal level. Mai has grown up on YouTube with her viewers, sharing her entire journey as a young girl navigating life and growing a business, with down-to-earth stories such as cleaning her messy room at 2AM or moving to New York City by herself. Her genuine enthusiasm for life had connected her with over 5 million followers on a deep a personal level.

HARPER’S BAZAAR: It’s so special having you, as a Vietnamese, on our cover. What does your culture and background mean to you, and how has it influenced you in your personal and professional life?

MAI PHAM: As a first generation Canadian, my identity is strongly tied to Vietnamese culture. Vietnamese was my first language since my parents spoke very little English when they came to Canada 26 years ago.

Vietnamese culture has influenced my personal life in a lot of ways. For example, my parents were very family oriented and raised me with a collective mentality, so I’m always thinking about how my actions affect other people. This influences my professional life every day, as I create content for my community on social media and engage with millions of people online. I think it’s really important to remember that we’re all part of a larger picture, and it helps me put my problems into perspective.

I was lucky to have such a multicultural upbringing (Canadian and Vietnamese) influencing my tastes. For example with food, my siblings and I were raised to always be willing to experiment with new flavors. We ate everything! I developed a broad palette, which has contributed to my love for travel and trying new things.

My parents sacrificed so much to provide a good life for us in Canada. Much of the drive at the beginning of my career started as determination to make them proud and to be successful so that one day I’ll be able to take care of them and give them the life they deserve.

My Buddhist background taught me that hard work is a way to help you be more enlightened, and I see the benefits of these values in my everyday personal and professional life.

Dress, Jason Wu

HARPER’S BAZAAR: What are some of your fondest memories of Vietnam?

MAI PHAM: My fondest memories of Vietnam are from my first trip with my family. We visited the VinPearl Resort in Nha Trang. It was our first family trip together, and I think it was the first time my parents went back to Vietnam since they left.

It was so sweet how my parents posed for their wedding pictures on that trip, because they could not afford a photographer back when they first got married. These pictures are hung up in our family home to this day. I also really loved going to the markets, and all the bargaining. Afterwards we ate our favorite fruit all day – Vietnam has the best fruits!

HARPER’S BAZAAR: You’re someone people seek for fashion advice and lifestyle tips. In turn, who inspires you and who do you look up to?

MAI PHAM: Other creators and designers really inspire me. I don’t really have specific role models in fashion but I love to create something new and make it my own. I’m always trying to propel myself forward and improve myself, and I constantly analyze my past work and myself. Usually when I post or publish something, I can find a way to improve my previous designs and make it better with what I have learned.

My advice is to create your own style. Instead of looking at one person and trying to be just like them, it’s much more fulfilling to be unique and not stress out about what is currently considered to be fashionable. I like to look within myself and try to do something that hasn’t been done before, something that looks and feels right for me.

Dress, Clothed Rentals. Nude slip (worn under dress), Self-Portrait. Shoes, Malone Souliers

HARPER’S BAZAAR: What are some of your favorite elements of Vietnamese fashion and lifestyle?

MAI PHAM: I love Vietnamese fashion, especially the Ao Dai. Traditional Vietnamese garments are really well designed, and I especially love bright colors like red with floral embroidery.

In everyday life I still try to practice some Vietnamese values, like waking up very early and engaging in my community. I love the collective social lifestyle. Sometimes I get up early for the farmer’s market, similar to how in Vietnam people go to the market in the morning to get their fresh foods for the day. It’s a very active lifestyle. I also admire the Vietnamese respect for ancestors, and I want to embody that with my older family members, and honor them however I can.

HARPER’S BAZAAR: How did you grow your platform as a creator and develop your career?

MAI PHAM: I grew my platform by creating a sense of community online and showing an unfiltered look at my entire life. I filmed my real struggles, and because I was vulnerable I think it helped me to connect with others. For me, it came down to sticking with my true self, which was how I could differentiate myself from other creators.

Growing up doing YouTube at times was scary because there was a lot of judgment. This is something that I feel like everyone has to push through and get past to be successful as a creator.

I’ve been doing this for 12 years now. For more than half of it I saw basically no results. But I stayed consistent and continued to experiment and change up my content to see what worked and what didn’t. I believe that being open to change and growth will allow your content to grow as you grow (and as your viewers grow), which is really important to doing YouTube long-term as a career.

Dress, Clothed Rentals. Nude slip (worn under dress), Self-Portrait

HARPER’S BAZAAR: What is your advice to others who want to pursue a similar path to the one you’re on?

MAI PHAM: My advice is that this job is not about just trying to become famous. You have to be really passionate about making videos and sharing them.

Growing a platform does not happen overnight. It takes time, focus, and effort. If you’re not committed 100% from day one, then it’s harder for you to follow through with the same level of commitment on day 1,000 when it’s still not where you want it to be. You have to genuinely love what you do, regardless of what comes with it.

Also, do it more for yourself than anything else. Ask yourself “What feeling does this give me?” Because that’s why so many people get burned out. You have to know your core value and intention. You have to come to terms with this yourself, and have a message that you really care about sharing with the world.

HARPER’S BAZAAR: What goals have you set out to achieve this year? And which one are you still working on?

MAI PHAM: I have so many goals! This year I’m really focusing on maximizing joy in all areas of my life. I want to find a true balance within myself, to be totally fulfilled with all aspects including work, personal life, my family, and my friends. I want to connect to the Earth, and get more in tune with nature and myself. I want to do more in person with people to deepen relationships.

I’m working towards becoming at peace with myself, and sharing what I learn with my viewers by making new videos that could help people be inspired and spread joy.

Dress, Sandy Liang. Shoes, Jimmy Choo. Mai’s own jewelry

HARPER’S BAZAAR: Your fashion line is coming out. Tell us more about it!

MAI PHAM: Honestly, this whole idea came from me buying a hoodie that I really like and wanting to get it in a different color! Since I couldn’t buy it, I decided to make custom versions of my own. I wanted to make something that I really liked. I wore it in a video and my viewers really liked it, so I decided to put it out there.

I make things that I personally like, and if my viewers like it then I think it’s cool that we’re matching. It’s an awesome way to connect more with my audience, and share fashion with them. I also love to give my “spam account” followers exclusive merchandise since they’re my most hardcore audience, who know me the best. It helps me connect with them even more.

HARPER’S BAZAAR: What’s something you want people to know about Vietnam and how much it means to you?

MAI PHAM: Growing up I didn’t realize how important it was to embrace my culture. I wanted to fit in, and it was tough being the only Asian kid in my school. Now as an adult, I want to embrace and learn everything about my culture and Vietnamese traditions. Vietnam is an incredible place and I’m proud to be Vietnamese.

Team Credits

Talent: Mai Pham @maiphammy 

Photographer: Daniel Prakopcyk @daniel 

Producer: Oliver Blank @oliver.blank

Booking Producer: Emily Blair @emilyblairmarcus Emily Blair Media @emilyblairmedia  

Wardrobe Styling: Tabitha Sanchez @tabitharsanchez

Hair Stylist: Lovette Candice @lovettecandice 

Makeup Artist: Ashley Simmons @makeupbyashsimmons

Management: Charley Button of Select Management Group @cpbutton @selectmgmtgroup

Talent Assistant: Kendall Kraz @kendallkraz

Harper’s Bazaar Vietnam