At 27, Jaime Xie has become one of the most recognized names among Asian-American “rich kids,” captivating social media followers with her lavish lifestyle, bold fashion choices, and appearances on Netflix’s Bling Empire.
The daughter of Ken Xie, co-founder and CEO of cybersecurity giant Fortinet and a pioneer in commercializing firewall and VPN solutions Jaime grew up in Silicon Valley luxury. Before her fashion fame, she was a decorated equestrian, ranking first nationwide in the Small Junior Hunter 16-17 category of the U.S. Equestrian Federation.
Her shift toward fashion came when she began to see it as an art form. “As a kid, I wore Abercrombie and Hollister like everyone else at school. My mom loved shopping but wasn’t into fashion, so I discovered the luxury world later. Once I explored it, I understood the creativity and vision behind designers’ work,” she recalls.
From her first coveted purchase—a Charlotte Olympia caged-heel shoe she wore to her 8th-grade graduation—to a fully curated wardrobe of luxury pieces, Jaime’s style evolved alongside the rise of blogs, YouTube, and Instagram.
She launched her own accounts in 2014, using Instagram for visual storytelling and YouTube for shopping hauls, though she insists “unboxing videos aren’t who I am—they’re just a glimpse into what I already do.”
Known for her fearless mix-and-match approach, Jaime doesn’t stick to one aesthetic, often championing emerging designers she’s followed from obscurity to fame. A regular fixture at Paris, Milan, and other European fashion weeks, she relishes the “chaotic excitement” of front-row life at Chanel, Dior, and Valentino shows.
Her profile skyrocketed after joining Bling Empire in 2021, a reality series likened to Crazy Rich Asians meets Selling Sunset. Initially hesitant about reality TV, she described the experience as “completely new… you’re filmed constantly, surrounded by a crew, and you have to figure out how to react in the moment.”
Beyond fashion, Jaime advocates for healthy, eco-conscious living and engages in philanthropy through the Xie Foundation. “I want to do more than just create content. There are countless ways to contribute and inspire,” she says.
From champion equestrian to style icon and philanthropist, Jaime Xie embodies the intersection of old money prestige and modern influencer culture—always with a couture edge.
Sources: ZNews
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