Table of Contents
Interview by Dominique Musorrafiti
She also does vlogging on Youtube and Youku from time to time. Being an ex-fashion model and a current fashion columnist/writer, Elle has a unique way of bringing selected international and regional influential topics to her readers.
China-Underground: Could you tell us a bit about yourself?
Elle Lee: I am a do-it-all kind of #girlboss – a writer, a TEDx speaker, an entrepreneur, an emcee, an influencer (1 million combined followers)… the list keeps getting longer 😉
Born in Shanghai, matured in London and Hong Kong; I am also an explorer, nonstop traveling to over 50+ countries, 300+ cities. And of course, the aim is to cover the whole earth and maybe the space too.
Sky can’t even be the limit!
“On a personal level, social media helps each of us to be connected, no matter where you are in the world.” Sassy Hong Kong
C-U: What inspired you to start working on fashion and style?
E L: My first real encounter with fashion was modeling for a top teen fashion magazine in China when I was 16 ish.
But I think the biggest influence is my mum because she’s always taken good care of herself. She’s a Shanghainese elegant lady, that kind of is self-explanatory.
C-U: What do you love most about your work?
E L: I love the fact that I get to work in different fields but regarding fashion I think it’s the excitement. The nonstop creative part and the creative inspiring people I meet along the way.
C-U: Does living outside Asia have influenced your way of seeing fashion and style?
E L: Definitely. Fashion in the West is more bold, and style is more varied. People are not afraid to dress up and shout out their personality throw the things they put on themselves. So it kind of taught me how it’s beyond just looking good.
C-U: What would you say is the biggest difference between Asian and Western girls style?
E L: Western is more bold, and Asian is more conservative and appropriate.
Yet that has slowly changed, styles in Asia are now quite diverse and younger generations are not afraid to showcase their identity through their outfits.
“She was named as the most popular and most stylish Miss Hong Kong …” Ted X Hong Kong
C-U: What’s most important for Asian girls style?
E L: Heels perhaps. Asian girls on average are more petite compared to Western girls. So most of Asian girls like to wear heels to make them look taller.
C-U: What’s most common in Asian girls bags?
E L: Beauty products like cushion compact, or a good selfie camera/phone.
C-U: Does social media change fashion habits in Hong Kong and Mainland China?
E L: Yes extremely! There are so many KOL, bloggers, live streamers, vloggers. China has a huge population and they tend to shop online a lot! Now they can actually see ordinary people wearing certain clothes online live before making that purchase, so they prefer that too.
And because everything is delivered super fast in China, people tend to shop online, shop fast and are less concerned with foreign brands.
C-U: Does online content influence buyers more than traditional ads?
E L: I think they still both influence buyers. Big brands are spending more money to create online content too, but traditional ads will always be there. However, the conversion of online content to sales is far more effective than traditional ads.
Also published on Medium.