Hi! As many of you have known, my name is Catherine Halim — largely known as Cath Halim. As requested by a few of my followers on Instagram, some asked for a little background of what I used to do and what I currently do.

The best way to find out a little about me is through my LinkedIn profile.  I graduated with a Bachelor of Commerce degree in 2013 from the University of Sydney, Australia. It was here that I found my love for Marketing and Finance. Since my early years, I've always had a swelling interest for fashion, photography and creative industry. Despite this passion, I always somehow knew that I will prefer enjoying fashion from a customer's perspective.

For those who are curious, I grew up in Singapore — where I spent a good 10 years studying and living in the island. If you ever meet me in real life, I still have a tinge of my singlish.

During my gap year in 2008, I started Street Snaps — an online journal documenting street styles in Singapore. It was the pioneer website to head to for any local street style references. Street Snaps was inspired by Fruit Magazine (now defunct), a magazine that I religiously purchased for the longest time! My proudest moments were recognised as one of the first streetstyle online website and shooting Bryan Boy before he became far more famous. It was a really fun project — one that I'm thankful for. One of my contributors, Charles, now runs Mossing Garden and creates the most wonderful art with nature as its medium.

Fast forward four years later, I came back to Indonesia to start my career in the banking industry. Banking shaped a huge part of who I am now and it redirected my career back into the creative industry. While working for the bank, I realized that dressing up was a way to make my job more fun and that I needed a visual journal to refer to whenever I didn't know what to wear. I also did dress a little different from most people but was still appropriate for the professional environment.


Slowly, I started getting enquiries from my colleagues about what I was wearing which further fuelled my documentation of my outfits on Instagram. This platform was where I mix and matched clothes I had into my work life. From an unxpected documentation of my daily outfits, I came across many local labels which I personally love and vouch for. This honest feedback I gave to many through my outfits became an important component for the labels I endorse and buy. I love when someone comments on how the labels I wear and speak off are reasonably priced and has great quality. 



Being honest with the brands you wear especially as someone whom people seek to for advice is really important. If you have a brand that is honest about your price and quality, you will go far in life as a brand.

Photo of Ride Jakarta by Nike

In 2017, I finally left my job as a corporate banker to join Ride Jakarta, Indonesia's first indoor cycling studio. I currently head all marketing activities for Ride which is an amazing position to be in. With the growing market in fitness, I oversee how we can build Ride as a lifestyle and forward-looking brand that stretches over multiple industries such as fashion. I'll share in another post on what I do at Ride and advice if you're thinking or about to move into a start-up.

I think the key to being able to jumpstart your passion and turn it into a career is to work really hard, adapt swiftly, build good relationships with people and a good reputation. Building a good reputation is a crucial part of your career. When approached by brands that might not be of a good fit, let them know that it is not the right time for your partnership but still thank them for the wonderful consideration. The world is very small and people can form their own judgement of you very easily. You can't control whether or not people will like you (it really is not about being liked) but you can be well-respected because you're a nice person and you do a good job by being responsible and committed to what you do.

Shopatvelvet for Superga campaign, shot by Reynata. Featuring Alika

My other advice to anyone out there is really to not give up on anything that you like. As Austin Kleon once said, “Don't throw any of yourself away. Don't worry about a grand scheme or unified vision for your work. Don't worry about unity--what unifies your work is the fact that you made it. One day you'll look back and it will all make sense.” Don't be afraid to try out new experience, even if it means that 2 years down the road, you don't see any potential in continuing. We all learn from our failures to become successful and the path of learning never really ends.



  1. Wow. What a milestone cath! Thumbs up for you !!

  2. Love reading your intro! Thank you for sharing!!!

  3. im admiring you more and more and more after I reading this. you really lifted up my confidence to always follow my passion. anyway I'm working in banking industry too right now, for past four years, where i always show my passionate in fashion is only during weekened because in office day i used to wearing uniform. so i always doubting about my passion and my willing. am i really fit with fashion industry.

    so after i reading this, ya i know that everybody own fashion. thank you cath :)

    and my wish for you is keep motivate the others!


    1. Hi Vanya! Thank you so much for taking the time to read this post. It really means a lot to me. I am happy that it inspired in a way. Keep believing in yourself and if you really love fashion, you can pursue it in some way or another. 💓

  4. It’s one thing to show conflict between the two but when they come to blows, it just seemed so un-Spocklike.