Arguably Hong Kong’s most famous fashion blogger, Winifred Lai is actually a trained journalist who once headed the trendy but short-lived magazine Amoeba. Her career spans art direction and styling for album covers, ad campaigns and more. In addition to writing fashion columns for various magazines in Hong Kong and the Mainland, her website (www.winifredlai.hk) is one of the most sophisticated Chinese lifestyle sites, complete with fashion, beauty, and astrology content.

You started as an editor and now you’re one of Hong Kong’s top fashion bloggers. How have things changed in the world of fashion journalism?
Media used to be the middlemen, filtering information between designer, brand and the reader, but I think in the past ten years we’ve seen many magazines too influenced by their advertisers. Readers are clever and they can differentiate a personal opinion from something that is bought. I think blogging is definitely the new wave because it’s a more direct relationship between a writer and a reader.

What’s your most prized possession?
My clothing. It sounds superficial, but I am talking about clothes that evoke emotion, like a favourite dress when I am dating someone. When I pick it up it conjures up a memory. But generally I tend to treasure vintage clothing.

What is the one trend you don’t want to come back?
1980s tapered pants. They make us look short and fat! I think a trend should make people look attractive.

What do you think of ‘fast fashion’ – brands like H&M, Zara and so on?
I am divided. In principle it’s unscrupulous to copy other people’s design, but in a way it also forces designers to create new things. You can’t rest on your laurels, because in a short timespan catwalk ideas manifest themselves in a mass market. There is no right or wrong but ‘fast fashion’ reminds designers to never stop the creative process.

If you were a piece of clothing, what would it be?
I like things that combine opposites. Something by Commes des Garçon – complex, comfortable, and always gorgeous. Or a Nike Blazer sneaker, which blends high-tech construction and vintage design.

See Hong Kong's other Fashion royalty:
Juno Mak
Hilary Tsui
Dee Poon
Winifred Lai